Promotion is the leader of 4Ps
Promotion always takes away money from your wallet!
Introduction:
• Briefing introduce what are 4ps→ product; promotion; price; place of distribution
• What are they using for? The purpose of 4Ps.
• Which one is the most important? (My thesis)
o Promotion is the most important
• The structure of the essay
o The reasons why promotion is the most crucial
o How the other 3ps contribute to the buying decision (opposite opinion)
o Use cases or data to compare their effects on buying decision
• The small conclusion
Main body
1. The reasons why promotion is the most crucial
a. Promotion strategies are carried out in the whole product life cycle
b. Promotion stimulates the irrational purchases decision
2. Opposite opinion
a. Product
b. Price
c. Place of distribution
3. Compare
a. Maybe use cases to compare the general situation that promotion contributes the most to the success of the product
b. Small conclusion
The conclusion
• Each of the 4ps is essential, but
• Promotion plays the main role in the marketing mix
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sorry...i forgot to upload the reference..
ReplyDeletehere are the references:
1.http://www.learnmarketing.net/consumer.htm
2.The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice
Author(s): Carl F. Mela, Sunil Gupta, Donald R. Lehmann
Source: Journal of Marketing Research, Vol. 34, No. 2 (May, 1997), pp. 248-261
3.The Concept of the Marketing Mix
NEIL H . BORDEN
Harvard Business School
4.http://www.udel.edu/alex/chapt6.html
5.http://www.udel.edu/alex/chapt6.html#psychological
6.The Effect of Promotion on Consumption: Buying More and Consuming It Faster
Author(s): Kusum L. Ailawadi and Scott A. Neslin
Source: Journal of Marketing Research, Vol. 35, No. 3 (Aug., 1998), pp. 390-398
5
Hi Simon...i am kelvin. since i forgot my pw,i was using Eddie's account to post my essay plan and the comment. I am sorry about that.
ReplyDeleteGood. Needs 'fleshing out'. Single words not enough even in plan.
ReplyDelete