Transcript Blue Compact Disk Template

The Most Important Lesson
in Marketing
www.company.com
Marketing Mix
(4 Ps)
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The Marketing Mix
TARGET
MARKET
PRODUCT
 Factors
dealing with developing the
RIGHT product for the TARGET MARKET
Examples:
 Quality
 Features
 Options
 Branding
 packaging
 Sizes
 Services
 Warranties
 returns
Exercise
Using the available products:
 What distinguishes their packaging?
 Which packaging is more eye-catchy?
 Which do you prefer?
 Which tastes better?
 Which looks better?
PLACE
 Factors dealing with getting the
RIGHT product to the TARGET
MARKET
Examples:
 Channels of distribution
 Locations/outlet
 Transportation methods
 Inventory
 Physical handling
PRICE
 Factors dealing with setting the
RIGHT price
Examples:
 retail/list price
 Supply and demand
 Production costs
 Allowance (car trade-in)
 Payment period
 Credit terms
Exercise
Again using the products:
 What do you think the price difference
is?
 Why do you think this is so?
 Does it make a difference?
Prices:
Corn:
Deodorant
Green Giant - $1.39
Del Monte - $1.29
No Name - $0.99
Speed Stick - $2.89
Old Spice - $1.98
Cookie:
Gelatin:
Chunks Ahoy - $3.49
PC Chunky - $2.49
Jell-o - $0.79
No Name - $0.59
PROMOTION
 Factors dealing with communicating
to the TARGET MARKET about the
RIGHT product, at the RIGHT place to
find it, for the RIGHT price
Examples:
 Advertising
 Personal selling
 Sales promotion
 publicity
Uncontrollable Factors
(STEEP)
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Social, Cultural,
Demographic Factors
 developments and shifts in values and
lifestyles
Examples:
birth rates, death rates, age
distribution, marriage rates,
fashions, divorce rates religious
influences, geographical
distribution
Technical and
Ecological Factors
 the supply and cost of natural resources
 environmental deterioration and pollution
 developments in new products, materials,
and technologies.
Examples:
Research and Development (abacus,
calculator, computer etc.)
“Technology has the power to create new
industries and destroy existing ones.”
Existing Business
Practices
 trends & developments in your
business and the competitors
 the demand for your type of business
Economic Factors
 trends and developments in:
disposable & discretionary
necessities and spending
cost-of-living level
consumer savings and debt
changing patterns of consumer
spending
Political and Legal
Factors
 developments in:
 Legislation
 Government enforcement
 impact of public interest groups
(boycotts)
Examples:
product safety, occupational safety, truth
in advertising, price legislation, package
regulation (English and French)
The Most Important Lesson
in Marketing
www.company.com