• Purpose of marketing
– “old” Transaction view - sell more
– “new” Customer satisfaction view - serve the customer
• “New Marketer’s” purpose - create a long-term,
trusted, and valued relationship with the customer
by getting the whole organization to think about
and serve customers and their interests
LO3. What are the major concepts,
tools, and skills in marketing?
• Tools
– “Old” Tools - 4 Ps of the marketing mix
• Product - features, benefits, styling, packaging
• Price - list price, rebates, discount program
• Place - where is it available and distribution strategies
• Promotion - advertising, personal selling, direct marketing
– “New” Tools - 4 As of marketing
• Awareness of the offering by the consumer
• Acceptable - value of the offering by the consumer
• Available - right time and place for the consumer
• Affordable - value of the offering by the consumer
– Positioning - requires how to best implement 4As of the
target market
LO3. What are the major concepts,
tools, and skills in marketing? (cont)