How would you apply the four p’s to a service?
Choose a service you use. What is the service? What is the name of the business
that delivers the service? Describe the role of the four p’s in the company’s
marketing for that service.
The following demonstrates how I would apply the
four p’s to the transportation service I use nearly every day:
Product – Metra is an extremely important commuter
rail division of Chicago. It offers convenience and comfort to the everyday
commuter as well as the city’s visitors.
Place - Metra
has 11 different rail lines that travel within the North Suburbs to Indiana or
Southwest suburbs. Stops are positioned within blocks of each other on lines
that equal 30 to 50 miles.
Price - Metra
offers several pricing options for adults, children, seniors and the disabled.
There are also options for those that travel more infrequently (10 rides, weekend
passes, dailies) and monthly passes for regular travelers.
Promotion – Metra was once promoted via local televised
commercials in the 90’s but has since stopped. Metra does post billboards
around the suburbs and offers discounts to students. As the only rail way in
Chicago that is not a subway, Metra has no issue with being promoted through
word of mouth.
