What is the
Marketing Mix?
Ms. Roberts
EWHS Marketing
2011
• The Elements of the Marketing Mix
are the basic, tactical components of
a Marketing Plan:
• Also, known as the 4P’s (5), the Marketing Mix
elements are PRODUCT PLANNING, PRICE,
PLACE, PROMOTION, and in ESD, the 5th
element is PEOPLE (the Target Market).
The Four (5) P’s
(Elements) of Marketing
• Planning the Product and Producing
the Product
• How will we Produce it and what
Inputs do we need?
The Product Planning:
• Product Planning
includes:
• Features and Benefits
• Quality
• Style
• Branding (Name, Logo,
Slogan)
• Warranties
• Customer Care
• Financing
• Stages of The
Product Life Cycle:
• 1) Introduction or
Pioneering
• 2) Growth
• 3) Maturity
• 4) Decline
What do we need to
consider?
• There are several
ways to price a
product:
• Premium Pricing
• Penetration Pricing
• Economy Pricing
• Price Skimming
• Psychological Pricing
• Product Line Pricing
• Optional Product
Pricing
• Captive Product
Pricing
• Product Bundle Pricing
• Promotional Pricing
• Geographical Pricing
• Value Pricing
PRICE: Use a Pricing
Strategies Matrix
•
•
•
•
Wholesalers
Agents
Retailers
Internet
• What factors do we
need to consider
about each?
PLACE: Channel or
Distribution
•
•
•
•
•
•
Personal Selling
Advertising
Publicity
Public Relations
Displays
Sales Promotion
• Advertising might
include:
• Direct Mail
• Trade
Fairs/Exhibitions
• Sponsors
• Print/Broadcast Ads
• Facebook/Twitter/
• Other Social Media
Promotion: The
Promotional Mix
• Consumers
• Customers
• What is the
difference?
• Market
Segmentation:
• What is it and how
do we “segment
the market”?
People: The Target Market
The End