What Are the 4 A’s of Marketing - Jagdish Sheth
About this course
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.
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What you'll learn
- understand the 4 A's framework in marketing
- differentiate between customer perception and company perspective
- apply value creation principles in marketing strategies
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