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Digital Equipment Corporation was a pioneering American company in the computer industry and a leading vendor of computer systems, software and peripherals from the 1960s to the 1990s. Also known as DEC [1] and using the trademark DIGITAL, its PDP and VAX products were arguably the most popular minicomputers for the scientific and engineering communities during the 1970s and 1980s.

From 1957 until 1992 its headquarters was located in an old wool mill in Maynard, Massachusetts. DEC was acquired in June 1998 by Compaq, which subsequently merged with Hewlett-Packard in May 2002.

Digital Equipment Corporation should not be confused with the unrelated companies Digital Research, Inc or Western Digital (despite the latter manufacturing the LSI-11 chipsets used in DEC's low end PDP-11/03 computers).



* Product Defining the characteristics of your product or service to meet the customers' needs.

* Price: Deciding on a pricing strategy. Even if you decide not to charge for a service, it is useful to realise that this is still a pricing strategy. Identifying the total cost to the user (which is likely to be higher than the charge you make) is a part of the price element.

* Promotion This includes advertising, personal selling (eg attending exhibitions), sales promotions (eg special offers), and atmospherics (creating the right impression through the working environment). Public Relations is included within Promotion by many marketing people (though PR people tend to see it as a separate discipline).

* Place or distribution. Looking at location (eg of a library) and where a service is delivered (eg are search results delivered to the user's desktop, office, pigeonhole - or do they have to collect them).

There are two ways to impress bluffers.
You can extend the number of P's - the two which are usually seen as useful additions for services (including information services) are:

* People Good information services are not likely to be delivered by people who are unskilled or demotivated;

* Process The way in which the user gets hold of the service (eg the way in which a document or a search can be ordered).

The second way to show your marketing knowledge is to dismiss the P's as being as old fashioned as the 1980s

For example, there are the C's developed by Robert Lauterborn (1) and put forward by Philip Kotler:

* Place becomes Convenience
* Price becomes Cost to the user
* Promotion becomes Communication
* Product becomes Customer needs and wants
 
Digital Equipment Corporation was a pioneering American company in the computer industry and a leading vendor of computer systems, software and peripherals from the 1960s to the 1990s. Also known as DEC [1] and using the trademark DIGITAL, its PDP and VAX products were arguably the most popular minicomputers for the scientific and engineering communities during the 1970s and 1980s.

From 1957 until 1992 its headquarters was located in an old wool mill in Maynard, Massachusetts. DEC was acquired in June 1998 by Compaq, which subsequently merged with Hewlett-Packard in May 2002.

Digital Equipment Corporation should not be confused with the unrelated companies Digital Research, Inc or Western Digital (despite the latter manufacturing the LSI-11 chipsets used in DEC's low end PDP-11/03 computers).



* Product Defining the characteristics of your product or service to meet the customers' needs.

* Price: Deciding on a pricing strategy. Even if you decide not to charge for a service, it is useful to realise that this is still a pricing strategy. Identifying the total cost to the user (which is likely to be higher than the charge you make) is a part of the price element.

* Promotion This includes advertising, personal selling (eg attending exhibitions), sales promotions (eg special offers), and atmospherics (creating the right impression through the working environment). Public Relations is included within Promotion by many marketing people (though PR people tend to see it as a separate discipline).

* Place or distribution. Looking at location (eg of a library) and where a service is delivered (eg are search results delivered to the user's desktop, office, pigeonhole - or do they have to collect them).

There are two ways to impress bluffers.
You can extend the number of P's - the two which are usually seen as useful additions for services (including information services) are:

* People Good information services are not likely to be delivered by people who are unskilled or demotivated;

* Process The way in which the user gets hold of the service (eg the way in which a document or a search can be ordered).

The second way to show your marketing knowledge is to dismiss the P's as being as old fashioned as the 1980s

For example, there are the C's developed by Robert Lauterborn (1) and put forward by Philip Kotler:

* Place becomes Convenience
* Price becomes Cost to the user
* Promotion becomes Communication
* Product becomes Customer needs and wants

Hey abhi, thanks for your contribution and providing the marketing mix report on Digital Equipment Corporation which would really help many students and professionals. BTW, I am also going to share a document on Digital Equipment Corporation for helping others.
 

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