1. Lesson 4.2 – The Marketing Mix Copyright © 2014 by Sports Career Consulting, LLC

2. LESSON 4.2 Marketing Applications The Marketing Mix: Consists of variables controlled by marketing professionals in an effort to satisfy the target market Copyright © 2014 by Sports Career Consulting, LLC

3. LESSON 4.2 Marketing Applications Product Price Place Promotion The Marketing Mix Involves the goods, services, or ideas used to satisfy consumer needs Determined by what customers are willing to pay and production costs Involves the process of making the product available to the customer Involve how the goods or services are communicated to the consumer Copyright © 2014 by Sports Career Consulting, LLC

4. How might the marketing mix apply to Wilson Sporting Good’s efforts to maximize sales of tennis racquets? Discussion Topic LESSON 4.2 Marketing Applications

5. LESSON 4.2 Copyright © 2014 by Sports Career Consulting, LLC Product Wilson Manufactures racquets to meet the needs of tennis players with varying skill levels Price Beginner racquets are made with cheaper material, while racquets designed for advanced players feature higher quality construction Price levels for Wilson's racquets vary depending on quality and target consumer Beginner racquets sell for as little as $20 while some of Wilson’s upper end racquets command a price of nearly $300 Place Wilson has a number of distribution channels, making its tennis racquet product line widely available and easily accessible to consumers A)Sporting good stores (Dick’s, Big 5…) B) Discount Stores (Target, Wal-Mart…) C) Specialty stores (West Hills Racquet Club…) D) Internet (amazon.com, fogdog.com…) Promotion Wilson’s promotes its upper end racquets as a higher quality product Than the racquets sold by competitors To promote their products, Wilson may choose to feature POP displays at sporting goods stores

6. Marketing Applications UNIT 4 REVIEW (ANSWERS) 1)Identify the components of the marketing mix Product, price, place and promotion Copyright © 2014 by Sports Career Consulting, LLC