Download The Marketing Mix

"The purpose of marketing is to deliver results," says Arlene Dickinson
Introducing The Marketing Mix
The major marketing
management decision
can be classified into
these four categories
Product
Price
Place (distribution)
Promotion
The Marketing Mix and your Target
Market
A Business attempts
to generate a positive
response in the target
market by blending
these four marketing
mix variables in an
optimal manner
Product
Price
Target
Market
Promotion
Target
Market
Product …
•The product is the physical
product or service offered to the
consumer. In the case of physical
products, it also refers to any
services that are part of the
offering
•Product decisions include aspects
such as:
• Function
• Appearance
• Packaging
• Service
• Warranty
Price …
•Pricing decisions should take
into account:
• Profit Margins
• Probable pricing
response of
competitors
•Pricing Includes not only list
price but:
• Discounts
• Financing
• Leasing
Place …
•Place or placement decisions
are those associated with
channels of distribution that
serve as the means for getting
the product to customers
•Distribution includes:
• Market coverage
• Channel member
selection
• Logistics
• Levels of service
Promotion…
•Promotion decisions are
those related to
communicating and
selling to potential
customers.
•Promotional decisions
involve:
• Advertising
• Public relations
• Media types
Marketing Expert –Arlene Dickinson
•Arlene Dickinson is one of Canada’s
most renowned independent
marketing communications
entrepreneurs.
•As CEO of Venture
Communications, her creative and
strategic approach has turned the
company into a powerhouse with a
blue chip client list.
•Videos on Arlene’s success story
• http://www.youtube.com/wat
ch?v=r6x4vc4Wsw4
• http://www.youtube.com/wat
ch?v=wMAQ27xJVLM
Sources
 Information on the 4Ps : Quick MBA –
www.quickmba.com
 Information on Arlene Dickinson: Arlene
Dickinson’s website http://arlenedickinson.com/bio/
 Images – Google Images