The most common framework in marketing is the 4Ps of Marketing (Price, Product, Place, and Promotion). However, this is a company perspective about marketing and the 4A’s of marketing is a customer perspective on marketing. Customers are looking for value and the 4A’s is a value creation framework. Each A has two dimensions. For instance, acceptability is functional and psychological. Affordability encapsulates the ability and willingness to pay, and accessibility focuses on availability and convenience. Lastly, awareness looks at product and brand knowledge.
What Are the 4 A’s of Marketing - Jagdish Sheth
What Are the 4 A’s of Marketing - Jagdish Sheth
This course is part of The 4 A's of Marketing with Jagdish Sheth Specialization
Instructor: Jagdish Sheth
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Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
6 hours to complete
3 weeks at 2 hours a week
Flexible schedule
Learn at your own pace
Skills you'll gain
- Understand how to think like a customer and put yourself in their shoes
- Understand that product knowledge is as important as a brand knowledge
- Understand the multiplicative relationship between all 4A’s of marketing
- Understand the importance of focusing on accessibility and acceptability to unlock market value
- Understand how the 4A’s of marketing can be used as a segmentation tool
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Assessments
3 assignments
Taught in English
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This course is part of the The 4 A's of Marketing with Jagdish Sheth Specialization
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There are 3 modules in this course
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This course explores why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
What's included
11 videos4 readings1 assignment2 discussion prompts
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This module continues to explore why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and their knowledge (Awareness) of products & services, while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
What's included
10 videos1 assignment
4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This is the final segment of this course. This segment specifically focuses on the other two distinct values (‘A’s) customers seek in the market as payers (Affordability) and as users (Acceptability) of products & services; while defining and mapping extended definitions of the 2 ‘A’s. Also explored are concepts, around how to develop markets to improve brand awareness, improve product knowledge, the advantages of 4 As framework and its many applications as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.
What's included
11 videos1 reading1 assignment1 peer review
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