The document discusses the 4Ps of marketing - product, price, promotion, and place. It defines each P and provides examples. For product, it describes tangible and intangible products and the product life cycle. For price, it defines price and factors that influence pricing decisions. For promotion, it outlines advertising, public relations, and sales promotion methods. For place, it describes distribution strategies and the role of marketing channels in demand stimulation and value delivery.

1. Topic- Process of Marketing – 4P’s
Presented by
Mrs. Chaitrali Ambikar

2. Process of Marketing – 4P’s

3. PRODUCT
*A product is seen as an item that satisfies what a consumer
demands.
*It is a tangible good or an intangible service.
*Tangible products are those that have an independent physical existence.
Tangible products -
Typical examples of mass-produced, tangible objects are the Motor car and the disposable razor.
Intangible products –
A less obvious but global mass-produced service is a Computer Operating System.
Every product is subject to a life cycle including a growth phase followed by a maturity phase and finally an eventual
period of decline as sales fall. Marketers must do careful research on how long the life cycle of the product they are
marketing is likely to be and focus their attention on different challenges that arise as the product moves.

5. Every product is subject to a life cycle including a
growth phase followed by a maturity phase and finally
an eventual period of decline as sales fall. Marketers
must do careful research on how long the life cycle of
the product they are marketing is likely to be and
focus their attention on different challenges that arise
as the product moves.

6. The marketer must also consider the product mix.
Marketers can expand the current product mix by
increasing a certain product line's depth or by
increasing the number of product lines.
The marketer must also consider product
development strategies

7. Price
• WHAT IS PRICE?
• The amount a customer pays for the product.
• The price is very important as it determines the company's
profit.
• The amount of money that you pay for something or that something
costs.
• The amount of money needed to persuade someone to do something

8. Definition
• Price is the value that is put to a product or service and is the
result of a complex set of calculations, research and
understanding and risk taking ability.
• A pricing strategy takes into account segments, ability to pay,
market conditions, competitor actions, trade margins and input
costs, amongst others.
• It is targeted at the defined customers and against
competitors.

9. Promotion
*All of the methods of communication that a marketer may use to
provide information to different parties about the product.
*Promotion comprises elements such as Advertising , Public relations,
Sales organization and Sales promotion .
*Advertising covers any communication that is paid for, radio and
Internet advertisements through to print media and billboards.
Public relations is where the communication is not directly paid for and
includes press releases, exhibitions, conferences, seminars or trade
fairs and events.

11. Place
• Refers to providing the product at a place which is convenient for
consumers to access.
• Various Strategies such as intensive distribution, selective
distribution, exclusive distribution and franchising can be used by the
marketer to complement the other aspects of the marketing mix.
• The last P is place, the distribution channel which is the location
where the delivery the value.
• The role of the marketing channels is not only focus on the participate
in demand satisfaction by offering goods, but also need to stimulate
demand through information.