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Canon 4ps
Canon Product Decisions
The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made:
• Brand name – Canon
• Functionality - Digital Single-Lens-Reflex Camera
• Styling – Sleek, Rounded & Modern Looking
• Quality – Great camera; fast, feature-packed, and with excellent photo and video quality: Very Good to Excellent quality for a prosumer digital SLR
• Safety – Weather Seal, Safety-Shift Possible, Environmental Parameter Operation
• Packaging
• Repairs and Support – Online Firmware Support, 3 Service options for camera repair
• Warranty – 1 Year limited
• Accessories and services – Lens Kit, Eyecup, Body cap, Neck strap, Video / audio cable,
USB cable
Canon Price Decisions
Some examples of pricing decisions to be made include:
• Pricing strategy (skim, penetration, etc.)
• Suggested retail price – USD$1200
• Volume discounts and wholesale pricing
• Cash and early payment discounts
• Seasonal pricing
• Bundling
• Price flexibility - +/- 30%
• Price discrimination
Canon Distribution (Place) Decisions
Distribution is about getting the products to the customer. Some examples of distribution decisions include:
• Distribution channels – Suppliers, Wholesalers, Retailers
• Market coverage (inclusive, selective, or exclusive distribution) -
• Specific channel members
• Inventory management
• Warehousing
• Distribution centers
• Order processing
• Transportation
• Reverse logistics

Canon Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:
• Promotional strategy (push, pull, etc.)
• Advertising
• Personal selling & sales force
• Sales promotions -
• Public relations & publicity - Forums, Advertisements, Road shows, Tech
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