Marketing Concepts 115 are from four to eight components. Table 5-2 Thinking Like a Marketer nix is described as having four com- Product Ps of marketing. The four Ps are in- What is the core product? urketing approach; they are the four What benefit valued by clients should be offered (e.g., hope, more time clients' decisions about whether to with family, equal opportunity, peace of mind)? utilizing the four Ps, see Table 5-2. What is the tangible product? d, service, or idea that satisfies a How is the offering packaged? dles of attributes that can be offered What are the offering's features? quisition, use, or consumption in What kind of style does the offering have? ice is a largely intangible activity or What is the quality level of the offering? to meet certain needs and wants. Its What is the brand name (i.e., symbol, sign, or word that identifies the offering of one seller and differentiates it from those of competitors)? not be tied to a physical product. An What is the augmented product? ibutes that satisfies certain needs and How can value be added to the offering (e.g., services, purchase options)? What else do clients receive after they buy the product or use the service? ve three dimensions: (1) a core pro- Price ponent (e.g., getting a blood test for should give parents peace of mind or What does it cost someone in the market segment in terms of money, time, energy, or emotions to adopt, use, or buy the offering? o may now escape a major handicap), Place ents of the blood-lead test that drawing blood, clean equipment, Where is the offering currently available? e child's arm), and (3) added-value s there any stigma, in the eyes of the target population, in going to that place? lients receive after the exchange has s there any reason they would be hesitant to go to that place? on or purchase decisions (e.g., making Are there places the people in the target group cannot or will not go to for the offering? have had blood-lead tests are fast Where do these people go on a regular basis that has positive connotations? a discount on another product or Are these places where the offering can occur, no matter how untraditional it is? Promotion Mix What percentage of the promotion mix is devoted to the following items? bral, emotional, or energy cost Advertising. A paid form of nonpersonal communication about an offering should not take any more organization and its products that is transmitted to a target audience an clients are willing to exchange. through a mass medium minate or reduce these cost barriers. Personal selling. A process of informing customers and persuading them to pur- ested in obtaining prenatal care but chase products through personal communication in an exchange situation cost of transportation, babysitters, Publicity. Nonpersonal communication regarding an organization and its otional cost of asking for a day off products that is transmitted through a mass medium in news story form dressing before a care provider and at no charge ime cost of taking an afternoon or Sales promotion. An activity or material that acts as a direct inducement, offering added value or incentive for the offering to resellers, salespersons, involved in making the appointment, or consumers siting to see the provider, and worrying Next Steps e provider; and the price of taking the Have all four Ps been addressed? rance about pregnancy health care What gaps exist? What might be done to complete the mix
