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Marketing Mix Essay

1626 words - 7 pages

A marketing mix defines the marketing strategy a business plans to use in order to sell their products or services to consumers. The marketing mix is a combination of the four P’s of marketing, known as the product, place, promotion and price. By reducing the elements of the marketing mix into these four categories, management can manage the marketing plan more efficiently and develop an effective marketing strategy. No one element of the marketing mix is more important than any other element. The objective of a business’s marketing strategy is to develop a successful marketing mix using an optimal combination of the four P’s.ProductThe first P, product, in the marketing mix involves determining the products or services to offer for sale. “The product area is concerned with developing the right “product” for the target market” (Perreault & McCarthy, 2004, p. 38). The product refers to tangible products and intangible services. Marketing research is vital in developing the marketing mix and continues throughout the marketing process. Research allows the business to discover what products or services the consumer wants, needs or desires. “If you don't understand what the market needs first, you can't possibly put the Ps to work effectively” (Scott, 2004, ¶2).The product category includes developing the physical good, the service or a combination of the two, which consumers want, need or desire. Developing the product can include making decisions regarding the features, accessories, quality, and benefits offered with the product. Other areas related to making decisions about the product or service includes installation, instructions and the warranty, if any, to provide with the product. Additional decisions regarding the product include creating a product line, designing the packaging and branding. Above all consumers must perceive a benefit in purchasing the product or service. Once a business has determined the products, services or combination of products and services to offer consumers, the next P of the marketing mix (the place) is determined. How will the business deliver the product to the consumer?PlaceMaking decisions regarding the second P, the place, of the marketing mix involves more than simply determining the actual place the consumer can purchase the product or service. Of course, the means of distributing the products or services to the consumer requires research to determine the most advantageous place to sell the product or provide the service and is an important decision in the marketing mix. Business must decide whether to use inclusive, selective or exclusive distribution channels to deliver the product to consumers and manage those channels to the advantage of the business. However, businesses also must determine the methods of storing, transporting and handling the product. “The product must be available in the right place, at the right time and in the right quantity,...

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