|Marketing Principle||Property Fundamental Feature||Benefit|
|Product||Coverage and presentation of real estate body of knowledge — both research-based and practice proven||Students learn the reason why, plus applications. Models relevance and rigor,consistent with AESCBA dean’s|
|Pricing||Very competitive price point – $199.99 is lower than single volume books, for six volumes||Great bargain, fabulous value proposition. Once students have aken intro course, have book for many follow on elective courses; presents strong incentive to take more real estate courses.|
|Packaging||Coffee-table art book production values: color/info graphics/cartoons reflect design excellence. Scale conveys importance.||Visual is dominant sensory modality; how the vast majority of information is received and processed— thereby appealing to students. Remarkable book shall engage student’s interest and promote learning, endorsement.|
|Promotion||Marketing promotion program to attract more students to your class, plus, realize favorable student ratings.||More students in introductory class leads to many more students taking electives, choosing major/minor and going onto graduate school. More demand for real estate increases value of and rewards to real estate professors.|
|Place||Explicitly covers connection of places and property to the marketing function.||Students grasp business role of real estate in business.|
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