This document discusses various topics related to promotion and marketing activities. It mentions the marketing mix expanding from the traditional 4Ps to the 4Cs framework. Examples are provided of promotional campaigns by Pepsi, Nike, and Dove. The importance of understanding customer needs rather than just the company perspective is highlighted. Organizational representatives, objectives, culture, clients, competition, and trends are identified as important considerations for developing marketing strategy.

1. T P A | 1 3 . 1 0 . 2 0 2 1
Promovarea
& activitatea de marketing

2. Locul promovării
 Mixul de marketing
 de la 4P la 7P
 de la 4P la 4C
 Corelaţii cu celelalte 3
componente ale mixului de
marketing

3. Pepsi AM Breakfast
https://www.youtube.com/watch?v=VkGIL6_xNZg

4. Nike
Oscar Pistorius - 'I Am The Bullet In The Chamber'
"Nike extends its deepest sympathy and condolences to all families
concerned following this tragic incident. As it is a police matter,
Nike will not comment further at this time."

5. “The 4P’s was about “What does the marketer want to say?” while the 4C’s
asks “What does the customer need to hear that the marketer can say?”
I felt that the 4P’s was wrong-headed because it looked at the marketing
process from the company out, instead of from the customer in, which I
felt was backward. (Robert F. Lauterborn, 1990)

6. Intern Extern
 Repere organizaţionale
 Obiective
 Informare vs. Comunicare
 Imagine
 „Educarea” publicului
 Cultura organizaţională
 Clienții
 Concurența
 Tendințe
Repere privind dezvoltarea strategiei

7. DOVE
Real Beauty
https://www.dove.com/us/en/stories/campaigns.html