Mindtool Case Study

According to Mindtools.com, most marketing students are given an easy to remember sentence early in their education to help them remember the primary goal of marketing. It is “Putting the right product in the right place, at the right price, at the right time.” (http://www.mindtools.com/pages/article/newSTR_94.htm, (2015). Breaking that simple sentence down into different concepts, it becomes the 4 components known within the marketing industry as the 4 P’s or the marketing mix. These components are product, place, price and promotion. Successful marketing plans are created carefully with all four of these components in mind.

The first “P” of the marketing mix stands for the product. It is important for a company to market a product that satisfies the customers’ basic needs while also meeting

It is imperative for an effective marketing program to isolate where to market the product for a maximum return on the advertising dollar. In determining the appropriate market for a product, the marketing team will need to define the appropriate distribution channel and determine where the product can be placed to reach the largest customer base. Once the appropriate channel is identified, the marketing team will need to determine how to efficiently access the chosen channel (http://www.mindtools.com/pages/article/newSTR_94.htm, 2015).

Portrait Evolutions plans to market exclusively to professional photographers thus it will be necessary to pinpoint the professional photographers in each region of the country. The marketing research has indicated that the most efficient way to reach this particular market segment is by attending conventions and trade shows throughout the county. The sales representatives for Portrait Evolutions will work individually with potential consumers to show how purchasing the Portrait Evolutions solutions will benefit their bottom line as well as their customer