Marketing and Sales (3-5 pages) See page 8 in this document for review of 8 P’s (see page 9)
• Analyze the 4 Ps of Marketing for products and the 8 Ps for services (product, place, price, promotion,
people, process, physical evidence and productivity). Please note however that this many not be that useful for
upstream resource or manufacturing firms as many B2B firms deal in commodities that compete on price
• Many students neglect to do cross-company comparisons in this section (especially when there are 8 P’s). It
• Discuss the firm’s market share, revenues and sales trends and compare to rivals.
• Discuss the firm’s advertising strategies e.g. which media are used and why? A chart may be helpful so that
you can assess all firms at once.
• Compute marketing expense as a percentage of sales for each of the last 3 years and compare to the
industry marketing expense as a percentage of sales for the past 3 years and to each rival.
• Discuss any financial or market metrics that illuminate the marketing or sales trends growth or declines and
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