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Chapter 4 Marketing Mix

The document discusses the marketing mix, which refers to the 4Ps - product, price, promotion, and place. It defines each P and provides examples. Product refers to tangible and intangible aspects of what is being sold. Price generates revenue by considering costs and competitors. Promotion communicates to the target audience using advertising and PR. Place is how the product is distributed both physically and through developing distribution channels.

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Ibrahim Sameer
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93 views9 pages

Chapter 4 Marketing Mix

The document discusses the marketing mix, which refers to the 4Ps - product, price, promotion, and place. It defines each P and provides examples. Product refers to tangible and intangible aspects of what is being sold. Price generates revenue by considering costs and competitors. Promotion communicates to the target audience using advertising and PR. Place is how the product is distributed both physically and through developing distribution channels.

Uploaded by

Ibrahim Sameer
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Ibrahim Sameer (MBA - Specialized in Finance, B.

Com Specialized in Accounting & Marketing)

Introduction
Marketing is a business philosophy whose primary

objective is the realization of profit through customer satisfaction.


It is wrong to think of marketing as a set of activities,

notably advertising, selling and marketing research.

Marketing Mix
E. Jerome McCarthy suggested the idea of the 4Ps,

which include:
1.

Product

Product
Place Marketing Mix Promotion

2. Price 3. Promotion 4. Place

Price

Marketing Mix
Product
Refers

to the actual

product/service that the

organisation develops. However, the product does extend to both the tangible aspects such as features, packaging etc. and the intangible aspects of a product

such as service levels and brand image.

Marketing Mix
Price
Is the element that generates revenue and therefore a

profit for the organisation. Price will involve the organisation understanding all its costs (fixed and variable) and taking into consideration other factors

such as competitor price levels and market positioning


when setting the price of a product/service.

Marketing Mix
Promotion
is the way an organisation communicates with its

target audience using different elements of the marketing communications mix such as advertising, PR, sales promotion etc.

Marketing Mix
Place
Refers to more than a physical location. It is the way an

organization distributes/delivers its products/services


to its target market.

Marketing Mix
Place refers to the physical means by which an

organisation delivers its products e.g. via retailers, directly online etc., but also refers to the way the whole distribution channel is developed and managed in terms of coverage required, levels of service needed and levels of after sales service required.

Q&A

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