The marketing mix is a marketing tool. It is a checklist, which focuses

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 ...