1. Prepared by ms. dale 4.1 The Marketing Mix
BMI3C
Prepared by ms. dale
4.1 The Marketing Mix

2. Lesson Objectives
To understand the difference between consumer and competitive markets.
To identify target markets and determine the different types of target markets.
To identify the 4Ps of marketing
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3. Consumer/Competition
CIE 3M
17/11/2018
Consumer/Competition
All markets are composed of 2 parts
Consumer Market
2. Competitive Market
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4. Consumers and Competition
CIE 3M
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Consumers and Competition
The consumer market is narrowed by the:
Target Market
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5. Consumers and Competition
CIE 3M
17/11/2018
Consumers and Competition
Types of Target Market
Aggregate market
2. Differentiated market
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6. Consumers and Competition
CIE 3M
17/11/2018
Consumers and Competition
The main goal of every marketing effort is to direct the consumer’s spending towards their products rather than the competition.
For example, if the average student has only $20 to spend on Friday night, all entertainment venues are in competition with one another:
The cinema, restaurant, coffee shop, bowling, and more are all in competition for the same $20.
Distribute Worksheet Page 8 – allow students 10 minutes to complete in class. Take up for roughly another 10 minutes afterwards to ensure understanding.
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7. CIE 3M
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Marketing Mix
The _____ marketing activities all play an important role in the marketing of a product. These activities cannot stand alone. Marketers will mix these activities to develop successful marketing campaigns. This is known as the:
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8. CIE 3M
17/11/2018
Marketing Mix
The marketing mix can be broken down into four major categories. These categories are known as the four P’s of marketing. Can you guess what these four P’s are? P
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9. Marketing Mix Business Failure:
CIE 3M
17/11/2018
Marketing Mix
Business Failure:
A business failure can be a result of poor decisions made in the marketing mix. Marketers must think about balancing and developing successful strategies for each of the marketing mix activities or it can face serious and unexpected consequences.
Let us explore a popular example, The Segway:
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10. Marketing Mix Product: Price: Promotion: Place:
CIE 3M
The Segway Personal Transporter
Product:
Price:
A revolutionary new concept. A bicycle with two wheels at your feet and lots of technical instruments that allows how far you lean to determine how fast you move (up to 10MPH).
$2,500 to $4,000 USD!!!!
This is out of the price range of many people and others could not justify the price when 4WD ATVs and Motocross bikes were of similar prices.
Promotion:
Place:
The Segway had a large advertising budget, lots of sales promotion and publicity from the media which helped spread the awareness and create “hype” for the product
Segways are sold at special dealerships. As it is an expensive luxury good, finding a near dealer can be troublesome. The factory does not overproduce as a result of low demand for the product.
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Marketing Mix
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11. CIE 3M
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Marketing Mix
Read the McDonald’s McPizza example in The World of Marketing on pages 21 to 23. In your notes analyze the failure of the McPizza according to the 4 P’s.
Check out this link to see other failed McDonald’s creations:
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12. Marketing Mix Product: Pricing: Promotion: Place: The McPizza Failure
CIE 3M
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Marketing Mix
The McPizza Failure
Product:
Pricing:
Promotion:
Place:
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13. REVIEW Ensure all notes are completed Complete workbook pages 8 & 9
Key Points from Lesson
Homework / Assignment
Consumer & Competitive Markets
Target markets
Aggregate
Differentiated
Marketing Mix
Product
Place
Pricing
Promotion
Market Failures
Ensure all notes are completed
Complete workbook pages 8 & 9
Have your McPizza Analysis ready for the next period
17 November 2018