Industrial Organizational

Marketing

An Introduction

Presented by Lindsey Fair

capabilities of supplier+

client objectives

=customer value

A little bit like a matchmaker…

PRODUCT PLACEPROMOTION

PRICE PEOPLE

The 5 P’s of

Marketing

PRODUCT

Core Product+ Financing Terms+ Delivery Options= “Total Offering”

PRICEPrice is the measure of value exchanged and is

determined by the market—not by costs.

PLACEformtimepossessionplace

PROMOTION

Advertising

Monologue Communication

Brief

Selling

Dialogue Communication

Boxers

DERIVEDDEMAND

Nothing happens unless consumer buys something

BULLWHIPEFFECT

If consumer demand drops, the order rate

also drops.

EVALUATED PRICE

Total cost of owning this fridge?

TOTAL OFFERING