What Are the 4 A’s of Marketing - Jagdish Sheth
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.
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- Level Foundation
- Course by Kennesaw State University
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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.Modules
Course Information
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1
Videos
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4
Readings
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1
Discussion
1
Discussions
- Meet and Greet
1
Videos
- Course Intro
4
Readings
- About This Course
- About the Assignments
- Discussion Forum Guidelines
- About Peer Reviews
4 A’s: Awareness & Accessibility (Part 1)
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10
Videos
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1
Discussion
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1
Assignment
1
Assignment
- Module 1 Summative Quiz
1
Discussions
- General Course Discussion
10
Videos
- 4 A’s: Awareness & Accessibility - 01
- 4 A’s: Awareness & Accessibility - 02
- 4 A’s: Awareness & Accessibility - 03
- 4 A’s: Awareness & Accessibility - 04
- 4 A’s: Awareness & Accessibility - 05
- 4 A’s: Awareness & Accessibility - 06
- 4 A’s: Awareness & Accessibility - 07
- 4 A’s: Awareness & Accessibility - 08
- 4 A’s: Awareness & Accessibility - 09
- 4 A’s: Awareness & Accessibility - 10
4 A’s: Awareness & Accessibility (Part 2)
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10
Videos
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1
Assignment
1
Assignment
- Module 2 Summative Quiz
10
Videos
- 4 A’s: Awareness & Accessibility - 11
- 4 A’s: Awareness & Accessibility - 12
- 4 A’s: Awareness & Accessibility - 13
- 4 A’s: Awareness & Accessibility - 14
- 4 A’s: Awareness & Accessibility - 15
- 4 A’s: Awareness & Accessibility - 16
- 4 A’s: Awareness & Accessibility - 17
- 4 A’s: Awareness & Accessibility - 18
- 4 A’s: Awareness & Accessibility - 19
- 4 A’s: Awareness & Accessibility - 20
4 A’s: Acceptability & Affordability
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11
Videos
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1
Assignment
1
Assignment
- Module 3 Summative Quiz
11
Videos
- 4 A’s: Acceptability & Affordability - 01
- 4 A’s: Acceptability & Affordability - 02
- 4 A’s: Acceptability & Affordability - 03
- 4 A’s: Acceptability & Affordability - 04
- 4 A’s: Acceptability & Affordability - 05
- 4 A’s: Acceptability & Affordability - 06
- 4 A’s: Acceptability & Affordability - 07
- 4 A’s: Acceptability & Affordability - 08
- 4 A’s: Acceptability & Affordability - 09
- 4 A’s: Acceptability & Affordability - 10
- 4 A’s: Acceptability & Affordability - 11
Final Project (Peer Reviewed)
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1
Readings
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1
PeerReview
1
Peer Review
- Submit Your Project Here
1
Readings
- About Peer Reviews
Auto Summary
Explore the 4 A’s of Marketing with expert Jagdish Sheth in this foundational course on Coursera. Shift your perspective from the traditional 4Ps to a customer-centric approach focusing on Acceptability, Affordability, Accessibility, and Awareness. Ideal for those in Sales & Marketing, this course offers valuable insights into value creation. Available with Starter and Professional subscriptions.
Jagdish Sheth