Essay On Marketing Mix

1994 Words8 Pages
Chapter 2 Literature review
Theories
The theories discussed in this research are the marketing mix theory. Basically, there are four elements of marketing mix theory which can influence customer purchasing decision on notebook such as product, price, place and promotion. The marketer should carefully analyze the customer behavior on buying a notebook and find and implement the suitable marketing mix strategies into their product marketing. Furthermore, marketer should know how exactly the implementation of their marketing mix strategies can influence their customer purchasing decision.
Product is one of the elements in marketing mix strategies and it is explain as an object or a service that is mass produced or manufactured on a large scale with a specific volume of units. Besides mass production, product strategies which normally used by company to compete with other competitor is manufacture a unique and specific product, which is customize, special in design, multi in function in purpose to attract the customer heart to purchase company’s products.
Meanwhile, price strategies are important to be considered by every marketer before market a new product into a new market. Basically, the price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer’s perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
Place is another important element in marketing mix strategies and it significantly influence on customer purchasing decision. Basically, place represents the location where a product can be purchased. It is often referred to as the dist...

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...ebates, premiums, advertising specialties, loyalty program rewards, contest, and games (Dave Dolak, 2010).
2.4 Place influence on customer purchasing decision on notebook
Place is another element in marketing mix strategies which refer to how a product gets to the people who will buy it. It’s often called the “distribution strategy” There are two basic types of distribution, direct and indirect. Direct distribution is where a company sells straight to the customer and indirect distribution involves whole sellers and retailers. If a company doesn’t offer its product or service at the right place and the right time, fewer customers will buy it. Marketer especially those sell notebook must consider the suitable place for their customer to purchase and the target market should populated with the customer which can afford to purchase notebook. It is important for

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