Lesson 4.2 –
The Marketing Mix
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.2
The Marketing Mix:
The Marketing Mix:
Consists of variables
controlled by marketing
professionals in an
effort to satisfy the
target market
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.2
The Marketing Mix
Product
Involves the goods, services, or ideas
used to satisfy consumer needs
Price
Determined by what customers are
willing to pay and production costs
Place
Involves the process of making the
product available to the customer
Promotion
Involve how the goods or services
are communicated to the consumer
Copyright
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.2
Discussion Topic
How might the marketing mix apply to
Wilson Sporting Good’s efforts to
maximize sales of tennis racquets?
LESSON 4.2
Product
Wilson Manufactures racquets to meet the needs of tennis players with
varying skill levels
Beginner racquets are made with cheaper material, while racquets
designed for advanced players feature higher quality construction
Price
Price levels for Wilson's racquets vary depending on quality and target
consumer
Beginner racquets sell for as little as $20 while some of Wilson’s upper
end racquets command a price of nearly $300
Place
Wilson has a number of distribution channels, making its tennis racquet
product line widely available and easily accessible to consumers
A) Sporting good stores (Dick’s, Big 5…) B) Discount Stores (Target,
Wal-Mart…) C) Specialty stores (West Hills Racquet Club…)
D) Internet (amazon.com, fogdog.com…)
Promotion
Wilson’s promotes its upper end racquets as a higher quality product
Than the racquets sold by competitors
To promote their products, Wilson may choose to feature POP displays
at sporting goods stores
Copyright
© 2014 by Sports Career Consulting, LLC
UNIT 4 REVIEW (ANSWERS)
Marketing
Applications
1) Identify the components of the marketing
mix
Product, price, place and promotion
Copyright
© 2014 by Sports Career Consulting, LLC