The Marketing Mix

4.2 Marketing Applications The Marketing Mix: Consists of variables controlled by marketing professionals in an effort to satisfy the target market

4.2 Marketing Applications Product Price The Marketing Mix Involves the goods, services, or ideas used to satisfy consumer needs Designed and produced on the basis of consumer needs and wants Determined by what customers are willing to pay and production costs

4.2 Marketing Applications Place Promotion The Marketing Mix Involve how the goods or services are communicated to the consumer Marketers determine which promotional methods will be most effective Involves the process of making the product available to the customer Marketers must identify where consumers shop to make these decisions Careful consideration is given to determining the distribution channels that will offer the best opportunity to maximize