This document summarizes key concepts in marketing. It discusses the marketing mix, also known as the 4 P's - product, price, place, and promotion. Each P is defined as how a company creates, captures, delivers, and communicates value to customers. The document also covers different types of marketing including business-to-consumer, business-to-business, and consumer-to-consumer and provides brief definitions and examples of each.

1. Global Marketing
"Point of View"

2. The Marketing Mix

3. The Marketing Mix
Consists of the four P's: controllable set of decisions or
activities that the fire uses to respond to the needs and
wants of its target market.
• Product- Creating Value
• Price- Capturing Value
• Place- Delivering Value
• Promotion- Communicating Value

4. Product
• Creation of value
• Fundamental purpose is to create value by developing a variety of different options
• Goods: an item that can by physically touched
• Serivices: intangible customer benefits
• Ideas: thoughts, opinions, and philosophies

5. Price
• Capturing Value
• Everything has a price although it doesn’t always have to be monetary
• Everything the buyer gives up in terms of money, time, or energy in exchange for a
product

6. Place
• Delivering the value proposition
• All the activities necessary to get the product to the right customer when the customer
wants it
• Place also deals specifically with
• Retailing
• Marketing Channel Management
• Supply Chain Management

7. Promotion
• Communicating the value proposition
• No matter how good the product is, it will go unsold if it does not obtain good
communication to the valued customers
• It is communication by a marketer that informs, persuades, and reminds potential buyers
about a product or service to influence their opinions and elicit response

8. Where is marketing performed
• Marketing intermediaries such as retailers accumulate merchandise from producers in
large amounts and then sell it to you in smaller amounts
• B2C (Business to consumers) marketing
• B2B (Business to business) marketing
• C2C (Consumer to consumer) marketing

9. Business to consumers (B2C)
• Process of businesses selling to consumers
• Products more important than relationship
• A larger market
• A short single buying step process
• Brands are very important in B2C
• tactics and strategies in which a company promotes its products and services to individual people:
1. Creating
2. Advertising
3. Selling products for customers to use in their everyday lives

10. Business to business (B2B)
• Process of selling merchandise or services from one business to another
• Based on relationships with business buyers
• Often a small and focused market
• More complex and longer buying process
• Buyers are typically more sophisticated
• Its aim is to turn prospects into buying customers

11. Consumer to consumer (C2C)
• Process of consumers selling to other consumers
• Unlike traditional markets where it was required for the customer to go to the business in
order to purchase a product or service

12. Sources
• https://learning.mheducation.com/static/awd/index.html?_t=1633003487014#/