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Applying the 4 P’s of Marketing

Your first assignment was based on a scenario. You will now use this same scenario to address the 4 P’s involved. Wherever you work, you can apply these 4 P’s concepts for a better understanding of the product or service provided by the organization.

Envirotruck scenario:

Envirotruck is a company that produces energy efficient all-wheel-drive and 4-wheel-drive trucks (twice as efficient as their competition’s) with ample clearance for construction and rough terrain applications in the U.S. and Canada. They have been in business for 2 years with much success delivering to their customers via rail. The trucks are priced competitively with other all-terrain vehicles and are promoted primarily via the Internet. They now have a roster of 100,000 clients that include major industrial clients. The problem the CEO sees looking toward the future is that each department seems to be operating as a distinct entity rather than cooperatively. A customer complains on LinkedIn® that they are thinking of trying the competition as they do not believe Envirotruck values their business. The CEO sees this comment and immediately calls a company meeting.

After you have practiced with the 4 P’s of marketing — the marketing mix — as reviewed in the learning activity address the following:

  • Based on research on the Internet and the unit assignment scenario, decide what the 4 P’s would be at Envirotruck.