BBI2O
The Marketing Concept
Name: _________________
Background: Did you know that Sony Corporation had portable digital audio technology two years before Apple
did? What Sony did not have, however, was a way to connect this technology to a product and a way to connect
the product to a consumer. They were missing the marketing concept – the 4Ps and 2Cs of marketing.
A good marketing campaign considers the four P’s of marketing: product, price, place, and promotion, also
known as the marketing mix. All 4 parts should be assembled properly to be effective, and the marketing
department must also consider two major external factors, the two C’s of marketing: competition and consumer.
INSTRUCTIONS: Fill in the table below with the key points of the 4 P’s and 2 C’s of marketing
Products
(and services)
Price
Place
BBI2O
Promotion
The
Competitive
Market
The
Consumer
Market