Analysis Of The SAVE Method

Why is the author writing about the subject?
The author of this article wrote this to tell people the “4 P’s” are out of date, and not as helpful as it has been in the past. The author wanted people to stop using the basic “4 Ps” of marketing because in today’s B2B world (business to business) these steps do not work as well as they had in the past (www.investopedia.com). The author is trying to convert the audience to the SAVE method which has the same concept as the “4 P’s”, but is newer and is supposed to be more effective in the B2B world. The SAVE method shifts from: product to solution, place to access, price to value, and promotion to education. The author believes the SAVE method will be the “centerpiece of a new solution-selling

In a recent five-year study researchers have found that the “4 P’s” undercut the B2B marketers. The author states, “The “4 P’s” causes the marketing team to stress about product technology and quality even though these are no longer differentiators but are simply the cost of entry. It underemphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving.”. This new method is more customer focused because if they have a good overall experience with your company, it is more likely they stay with your company (Ettenson, Conrado, & Knowles,

The author states that is the new solution-selling strategy, and the companies that choose to ignore this new method could be at risk at losing sales to companies who use this method (Ettenson, Conrado, & Knowles, 2013).
Explain how the information in the article can inform marketing strategy.
The main point of this article is that there is a new and improved market strategy method. The information in this article is meant to make the new generation and older generation convert to a new method. Even though this article does not have enough research and statistics for someone to switch methods, this article could open the possibility of companies doing further research in this method.
How is the information presented important to a marketer in designing a marketing strategy? This information is important to a marketer in designing a marketing strategy because the marketer has to choose which market strategy they will use in their plan. The choice could be simple for some, and use the “4 P’s” because that method has worked for years, and even there this a newer one being developed the marketer would rather take the safer path. Or the information in this article could open a new mindset for the marketer, and he could then do more research on the SAVE method, and for their specific company this method could be very