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Transcript
2.02 Classify the functions of marketing and the marketing mix. Classify the functions of marketing Product/service management Pricing Marketing Information Management (MIM) Selling Promotion Distribution Product/Service Management Designing, producing, maintaining, improving, and obtaining products to meet customer’s wants and needs. For example, redesigning the 2009 Honda Accord Pricing Determining a value to charge for products. It is important to consider what competitors are charging and the amount customers are willing and able to pay. For example, when deciding what price to charge for their latest athletic shoe, Nike must take into consideration the cost of producing, promoting, and distributing the shoe. Marketing Information Management (MIM) Gathering information (such as customer buying habits, prices customers are willing to pay for products, or test marketing potential new products), analyzing information, and utilizing information for use in making marketing decisions. Selling Determining and responding to customer’s needs and wants through personalized communication. It is intended to influence purchase decisions and increase customer satisfaction. Promotion Communication used to inform, persuade, or remind customers about a business’s products. The most common form of promotion is advertising. For example, Blockbuster Video decides to broadcast a 30 second television commercial during the Super Bowl. Distribution Transporting, storing, and handling goods from the manufacturer to the consumer. For example, John Deere lawn equipment is transported to Home Depot by tractor-trailers. Summarize the marketing mix Marketing mix: A combination of decisions a business makes in order to best reach its target market. Known as the four Ps (product, price, place, promotion). Marketing Mix: Product Businesses must decide which products to offer customers. Marketing Mix: Price The amount a business charges customers for a product. Marketing Mix: Place Having the product available at the right time and location. Also known as distribution. Marketing Mix: Promotion Informing and reminding customers of the products available to them and persuading them to purchase. Promotion includes advertising, personal selling, sales promotion, and publicity.
