The document discusses software marketing and the 4 P's of marketing - product, place, promotion, and price. It explains that software marketers use a mixture of these 4 P's, known as the marketing mix, to increase sales. An example is given of how Apple markets its new products - developing improved applications, setting different prices, and selling through various channels while promoting through events, websites, and television. The conclusion emphasizes that modern marketing is about understanding customer needs and creating demand rather than just selling.

1. Software Marketing

2. What is marketing
 The process by which companies create value for
customers and build strong customer
relationships in order to capture value from
customers in return.

3. 4 P’s of marketing
 Product: the ideas, goods and/or services that you
are marketing.
 Place or distribution: the store location, Internet
site, catalogue or other venue where you are
marketing
 Promotion: the manner in which you implement
your marketing programs.
1. Marketing Program: the advertising or promotional
medium or method that uses promotional products,
such as ads, premiums, gifts, awards, prizes, or
display.
2. Campaign: the time frame within which the entire
advertising effort is conducted, usually with one set of
advertising objectives.
 Price: the program cost, such as the product

4. Soft ware marketing
 Marketers' efforts are targeted to determine the
best mixture of "The 4 P's of Marketing" in order
to increase the sales.
 The mixture of elements of the four categories is
known as "The Marketing Mix".
 Today marketing is not only about selling and
advertising.
 Have to deliver customer value.

5. Soft ware marketing
 The aim of marketing is to know and understand the
customer so well the product or service fits him and
sells itself.
 E.G. Apple:
1. New Apple products are developed to include
improved applications and systems.
2. Then are set at different prices depending on how
much capability the customer desires, and are sold
in places where other Apple products are sold.
3. In order to promote the device
the company featured its debut at tech events and is
highly advertised on the web and on television.

6. Theodore C Levitt
 Selling is concerned with the tricks
and techniques of getting people to pay for your
product. It is not concerned with the values that
the exchange is all about.
 Unlike marketing it does not view the
entire business process as consisting of a tightly
integrated effort to discover, create, arouse and
satisfy customer needs.
 In other words, marketing has less to do with
getting customers to pay for your product as it
does creating a demand for that product and
fulfilling the customer's needs.