The Marketing Mix

The combination of factors that help a business take into account customer needs when selling a product.

Below are the four keywords. These are known as the four P's

Price - the amount of money customers have to give up to acquire a product

Product - The good/service produced by a business and made avaliable to the customers

Promotion - Communication between the business and the customer, making the customer aware that the product is for sale

Place - the way in which a product is distributed how it gets from the producer to the customer

• Must reflect the value placed on the product by quality.
• A high price usually = a high quality product
• Determines how much money they earn from their work
• Price set must allow you to make a profit

• Must meet the customers needs
• The look and design of the product might be important factors in consumers' descisions about buying it
  

Match the product with the need (answers below)

Scarf                              Communication
Car                                 Warmth
Holiday                           Cleanliness
Mobile Phone                 Entertainment/Education
Book                               Relaxation
Toothpaste                      Travel

Answers:

Scarf - Warmth
Car - Travel
Holiday - Relaxation
Mobile Phone - Communication
Book - Entertainment/Education
Toothpaste - Cleanliness

Promotion serves many purposes:

• Persuading them to buy the product
• Giving knowledge about the product
• Product awareness
• Product available for purchase
• Different types of promotion

Types of promotion:

• Advertising
• Printed brochures
• Leaflets
• Sales promotion

Because television advertising is __________________ form, the larger companies tend to use it. It creates a ____________ through its ____________________________. Alternative meda, such as newspapers allow readers to ___________________________ because it is in a _________________________, unlike TV. Local radio is often used nowadays: it is _______________________________ than TV, but it is _____________________

Word bank:

keep a copy of the advert       a smaller audience       use of movement and sound
the most expensive                 a permenant form         great impact/less expensive

The product must be available to buy at locations convinient to the customers

E.g.

• Shops
• Internet
• Catalogues
• Market stalls

for example:
          Shoes would most likely be sold in shops
          Homeware would most likely be sold in a catalogue
          Crisps would most likely be sold on a market stall