Suggest a new Definition Show Proposed definitions will be considered for inclusion in the Economictimes.com Marketing
Definition: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements. Description: What are the 4Ps of marketing? Price: refers to the value that is put for a product. It depends on costs of production, segment targeted, ability of the market to pay, supply - demand and a host of other direct and indirect factors. There can be several types of pricing strategies, each tied in with an overall business plan. Pricing can also be used a demarcation, to differentiate and enhance the image of a product. Product: refers to the item actually being sold. The product must deliver a minimum level of performance; otherwise even the best work on the other elements of the marketing mix won't do any good. Place: refers to the point of sale. In every industry, catching the eye of the consumer and making it easy for her to buy it is the main aim of a good distribution or 'place' strategy. Retailers pay a premium for the right location. In fact, the mantra of a successful retail business is 'location, location, location'. Promotion: this refers to all the activities undertaken to make the product or service known to the user and trade. This can include advertising, word of mouth, press reports, incentives, commissions and awards to the trade. It can also include consumer schemes, direct marketing, contests and prizes. What is the importance of the marketing mix? All the elements of the marketing mix influence each other. They make up the business plan for a company and handled right, can give it great success. But handled wrong and the business could take years to recover. The marketing mix needs a lot of understanding, market research and consultation with several people, from users to trade to manufacturing and several others. How does Marketing Mix help your business? Watch video...
Related NewsAdvertising - A paid form of communication and promotion involving a product and its attributes.
Agent - An intermediary who does not take title to merchandise but facilitates exchanges by bringing buyers and sellers together.
Brand - An identification (name, symbol, etc.) of a product that is unique and distinguishable from competitor’s products.
Channel of distribution - A product’s trip from producer or manufacturer to the buyer.
Coupon - A certificate that entitles a consumer to a price reduction or a cash refund. Demand - A schedule of the amount of a product that will be purchased at various prices.
Discount - A deduction from the list price in the form of cash or something else of value.
Forecasting - To predict the quantity of a product that will be sold at various times in the future.
Income - Money received in return for labor or services provided, sale of assets and return on investments.
Intermediary - An independent or corporate-owned business that helps move products from the producer to the ultimate consumer.
Label - A tag or part of a package that provides information about a product.
Market - A group of individuals with unsatisfied wants and needs who are willing and able buyers. It can be defined as narrowly as a specific place where buying and selling takes place or as broadly as the demand for a product.
Marketing research - A systematic and objective approach to developing and providing information for decision making regarding a specific marketing problem.
Marketing strategy - Marketing approach or method used to achieve a marketing goal.
Packaging - Designing and producing the container or wrapper for a product. Personal selling - Person-to-person communication in which the receiver provides immediate feedback on the source’s message. Purchasing - To obtain a product in exchange for money or its equivalent.
Price - The amount of money asked in exchange for something else (e.g. product).
Price fixing - When several firms in an industry collectively establish the price for a product.
Pricing strategies (market based) -- Approaches to setting prices based on the willingness of the buyer to purchase the product.
Pricing strategies (cost based) - Approaches to setting prices based on the cost of producing the product.
Pricing strategies (geography based) - Approaches to setting price based on the location and transportation costs associated with delivering the product to the buyer.
Product - Something produced that is sold to willing buyers.
Product distribution - The process of providing a product when and where it is desired by the consumer.
Promotion - Providing and communicating favorable information about a product to potential buyers.
Quality control - The traditional approach to quality in which problems are detected after manufacturing and an effort is made to remove sub-standard products before shipping to customers. Retailing - All activities used to sell products to ultimate consumers.
Selling - Assisting or persuading a prospective customer to buy a product.
Transaction - An exchange between two or more parties. Value proposition - How a product will provide value to its customers. Why a product will provide sufficient value to its customers to be worth its price. Wholesaling - All of the activities involved in selling products to retailers: to industrial, institutional, farm and professional businesses; or to other types of wholesaling intermediaries.
Don Hofstrand, retired extension value added agriculture specialist, What is the integration for a fee of specific branded products into media content?Baran Chp 2. What is the best definition of media multitasking?Especially the emergence of mobile devices strongly encouraged media users to engage in media multitasking, a behavior that is defined as the simultaneous performance of multiple tasks, of which at least one is a media task (Lang and Chrzan, 2015).
Why do some observers believe that globalization of media will have a positive effect quizlet?Why do some observers believe that globalization of media will have a positive effect? They believe that it will help people from different cultures learn about one another. In what way do the new digital technologies promise increased audience fragmentation?
Which of the following is an example of narrowcasting?One of the most common examples of narrowcasting is cable TV.
|