The marketing mix is a marketing tool. It is a checklist, which focuses
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The marketing mix is a marketing tool. It is a checklist, which focuses
attention on the main marketing activities in which a firm needs to carry out
UNIT 9 – MARKETING MIX
The marketing mix is a marketing tool. It is a checklist, which
focuses attention on the main marketing activities in which a firm
needs to carry out its marketing strategy. It consists of the four Ps
(product, price, promotion and place).
· Product (including range of pack sizes, flavours and colours)
· Price (pricing strategy and pricing method)
· Promotion (branding, advertising, packaging and sales promotion)
· Place (distribution channels and seeking shop distribution)
Managers look at these areas and decide what marketing actions need to
taken. For effective marketing each area needs to be considered. The
actions taken must work with each other. A successful mix will achieve
marketing objectives and customer satisfaction.
The most important element of the mix is the product. Good marketing
means developing products that fit the market. It needs to be designed
to meet requirements of the target market, which is probably achieved
by extensive market research. The design must keep pace with market
changes.
Once the product has been chosen, the other elements of the mix become
clear:
The price must be suited to the target market and to the image of the
product
The promotion must be through the media that the target market watch
or read
The place should be the ...
attention on the main marketing activities in which a firm needs to carry out
UNIT 9 – MARKETING MIX
The marketing mix is a marketing tool. It is a checklist, which
focuses attention on the main marketing activities in which a firm
needs to carry out its marketing strategy. It consists of the four Ps
(product, price, promotion and place).
· Product (including range of pack sizes, flavours and colours)
· Price (pricing strategy and pricing method)
· Promotion (branding, advertising, packaging and sales promotion)
· Place (distribution channels and seeking shop distribution)
Managers look at these areas and decide what marketing actions need to
taken. For effective marketing each area needs to be considered. The
actions taken must work with each other. A successful mix will achieve
marketing objectives and customer satisfaction.
The most important element of the mix is the product. Good marketing
means developing products that fit the market. It needs to be designed
to meet requirements of the target market, which is probably achieved
by extensive market research. The design must keep pace with market
changes.
Once the product has been chosen, the other elements of the mix become
clear:
The price must be suited to the target market and to the image of the
product
The promotion must be through the media that the target market watch
or read
The place should be the ...