LWS: Marketing The 4 Ps – Price and Place (ENG)

This lecture examines the fundamental roles that pricing and distribution play within the marketing mix. The first section explores Price as the only revenue-generating element, detailing major strategies such as customer value-based, cost-based, and competition-based pricing, while providing practical formulas for calculating markups and break-even points. The second section transitions to Place, introducing marketing logistics and supply chain management to explain how marketing channels add value through information, promotion, and physical distribution. It further distinguishes between channel organizations, such as vertical and horizontal marketing systems, and distribution designs ranging from intensive to exclusive strategies to ensure effective product delivery to the final buyer.