1. The Four P’s and Two C’s of Marketing
The Marketing Mix
The Four P’s and Two C’s of Marketing

2. The Marketing Mix The Four P’s of Marketing are:
Products and Services
Price
Place
Promotion
The Two C’s of Marketing are:
The Competitive Market
The Consumer Market

3. Products and Services Quality
If Product or Service quality is high, you will attract more customers
Can you think of high quality products which consumers will pay for?
Products do not always have to be of high quality
If products or services or low quality can meet demand then they also have a high chance for success
Can you think of lower quality products which consumers demand?

4. Products and Services Design/Style
We often think of design and style in relation to clothing, but all products have design
We often buy products for the way they look
As consumers we often identify a product by its design
For example the Coca-Cola bottle is one of the most identifiable packages in the world
Can you name some identifiable packages?

5. Design/Style

6. Design/Style

7. Design/Style

8. Design/Style

9. Products and Services Features
Features of the product may include what materials are used in construction, the smell of the product, the taste, etc.
What are features for an automobile?
Service providers must outline what they do
If you were an office cleaner are windows included?

10. Products and Services Benefits
What are the benefits of purchasing one product over the other
Each product or service has benefits that attract different customers
The consumer must be aware of these benefits in order to buy
What benefits does Audi offer that Kia does not?

11. Price
Pricing decisions can make the difference between success and failure
With the advent of technology consumers are increasingly becoming price sensitive
It is important to know how price sensitive consumers are
If prices are similar in a competitive market then the other P’s will determine success

12. Place
Place refers to the method that is used to get the product of service to the consumer
This is referred to in Marketing as Channels of Distribution
The three types of channels are:
Direct – Producer to Consumer
Indirect – Producer to Wholesaler to Retailer to Consumer
Specialty Channel – Vending Machines or E-Commerce

13. Promotion There are Five Types of Promotions:
Coupons – Where do we find them?
Contests – Can you name any?
Premiums – Something consumers get free with the purchase of a product
Can you name any Premiums?
Samples – Where do we get them?
Special Events – Can you name any?

14. Competitive Market
This consists of all the sellers of a specific product
This is expressed as the total dollars spent on this product
For example:
Soft Drink Market
The Fast Food Market
The percentage of the market that a company or brand has is called its Market Share

15. Competitive Market Competitive Market Indirect Competition
Other Businesses that compete with us for consumer dollars
Indirect Competition
Other spending needs that may draw customer dollars away from our products
Direct Competition
Other sellers of products similar to ours

16. Competitive Market
How do companies take away market share from a competitor?
The first is to increase the size of the market
For example energy drinks expanded the size of the beverage market
Can you think of any other examples?
Hybrids, Gaming Systems, Lowe’s
What is the risk with this strategy?

17. Competitive Market
The second way to increase market share is by taking sales away from competitors
How is this done?
Promotions
Advertising