4 Pillars, Marketing Management

In marketing science, known as the 4 P element or an abbreviation of the product, promotion, place and price. Let us discuss one by one in a crisp, along with a variety of actual examples.
Toyota Kijang Innova, Shoes Nike, Nokia phone, Busway, savings BCA, or the practice of dental workers and paranormal services, are examples of various products ready for the market. There are products that form the physical form of goods (such as cigarettes, cell phone, or motorcycle), and shaped adapula services, such savings services, telecommunications services, or services and spa body treatments.
In the product concept, we know the premium product or products that have differentiated, unique features, and classy, which deserve a more expensive price. Examples: BMW, Porsche, Gucci watches, Giani Versace tie or Fujitsu laptop. On the other hand, there is the concept of me too products, ie products that are designed to be the imitator of the first products into the market and success. Giv is me too from Lux or HiTech is a local phone trying to imitate the Nokia product range.
Promotion is the step that needs to be done to introduce and also to persuade potential buyers to want to spend money to buy our products. In his own promotion called the promotion mix, or a combination of intangible promotion programs in the four key elements, namely the promotion through advertising, through publications, through sales promotion, and through personal selling.
Place means whether our products will be sold at a sidewalk stall or in the grand Metro outlets at Plaza Senayan. Place about distribution strategy we want to do. There gown distribution model, namely exclusive distribution, selective distribution and intensive distribution. Exclusive distribution only to market products and services on a limited outlets in order to maintain the prestige and reputation of the product. Kaos Joger example only marketed in one location, namely in Kuta, Bali. While Audemar Piaget watches are also only sold at selected outlets in shopping malls upscale. Selective distribution is a series of such products sold only in the modern outlets, such Carefour, Hero and Indomart, and are not sold in traditional markets. Meanwhile, an intensive distribution of products marketed to all types of markets, whether modern or traditional, and include the entire territory of Indonesia.
Pricing is related to our strategy in setting product prices. As mentioned above, for products with a strong differentiation, we can set a premium price. For example a Harley Davidson motorcycle or a Porsche. There are also products that are sold at low cost strategy. Eg telephone services offered by operators such as Esia cdma and Flexion.
In addition, there are three types of pricing strategies. The first is the cost-based pricing strategy, in which marketers determine the price by calculating the costs, overhead costs, and then adding the desired profit margin. The second strategy is demand-based pricing strategy, or marketers to determine the price after researching consumer desires and ensure that the price range acceptable to the target market. The latter is a strategy based on the pattern of price competition. Here marketers determine the price based on the conditions offered by competitors prices. The price may be below the market, according to the market, or on-the market, depending on customer loyalty, reputation, and competitive environmental conditions.