"The purpose of marketing is to deliver results," says Arlene Dickinson.

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Presentation transcript:

"The purpose of marketing is to deliver results," says Arlene Dickinson

Introducing The Marketing Mix The major marketing management decision can be classified into these four categories ProductPricePlace (distribution)Promotion

The Marketing Mix and your Target Market A Business attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner Target Market ProductPlacePromotionPrice

Product … The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services that are part of the offering Product decisions include aspects such as: Function Appearance Packaging Service Warranty

Price … Pricing decisions should take into account: Profit Margins Probable pricing response of competitors Pricing Includes not only list price but: Discounts Financing Leasing

Place … Place or placement decisions are those associated with channels of distribution that serve as the means for getting the product to customers Distribution includes: Market coverage Channel member selection Logistics Levels of service

Promotion… Promotion decisions are those related to communicating and selling to potential customers. Promotional decisions involve: Advertising Public relations Media types

Marketing Expert – Arlene Dickinson Arlene Dickinson is one of Canada’s most renowned independent marketing communications entrepreneurs. As CEO of Venture Communications, her creative and strategic approach has turned the company into a powerhouse with a blue chip client list. Videos on Arlene’s success story ch?v=r6x4vc4Wsw4 ch?v=r6x4vc4Wsw4 ch?v=wMAQ27xJVLM

Sources  Information on the 4Ps : Quick MBA –  Information on Arlene Dickinson: Arlene Dickinson’s website  Images – Google Images