1. The Marketing Mix Discussion of the 4Ps

2. What is the Marketing Mix? Often referred to as the 4Ps The variables through which a company carries out its marketing strategy “The set of marketing tools that the firm uses to pursue its marketing objectives in the target market” (Kotler)

3. The 4Ps ProductPlace PricePromotion

4. Product A collection of features and benefits that provide customer satisfaction – Design – Quality – Packaging – Accessories – Branding – Features

5. Place Covers location, distribution channels and the logistics involved – Retail – Wholesale – Mail Order – Internet – Direct Sales

6. Price Value perceived in the mind of the consumer – Payment terms – Credit terms – Price variations – Basic price – Pricing Policy

7. Promotion Marketing communications – Special Offers – Advertising – Direct mailing – Leaflets / Posters – Free gifts – Competitions