中
The most common framework in marketing is the 4Ps of Marketing (Price, Product, Place, and Promotion). However, this is a company perspective about marketing and the 4A’s of marketing is a customer perspective on marketing. Customers are looking for value and the 4A’s is a value creation framework. Each A has two dimensions. For instance, acceptability is functional and psychological. Affordability encapsulates the ability and willingness to pay, and accessibility focuses on availability and convenience. Lastly, awareness looks at product and brand knowledge.
What Are the 4 A’s of Marketing - Jagdish Sheth
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本课程是 The 4 A's of Marketing with Jagdish Sheth 专项课程 专项课程的一部分
在注册此课程时，您还会同时注册此专项课程。
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- 获得对主题或工具的基础理解
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该课程共有3个模块
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This course explores why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
涵盖的内容
11个视频4篇阅读材料1个作业2个讨论话题
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This module continues to explore why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
涵盖的内容
10个视频1个作业
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This is the final segment of this course. This segment specifically focuses on the other two distinct values (‘A’s) customers seek in the market as payers (Affordability) and as users (Acceptability) of products & services; while defining and mapping extended definitions of the 2 ‘A’s. Also explored are concepts, around how to develop markets to improve brand awareness, improve product knowledge, the advantages of 4 As framework and its many applications as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
涵盖的内容
11个视频1篇阅读材料1个作业1次同伴评审
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