A. Marketing -The Four P’s/ B. The Marketing Mix: Product

Marketing Mix
How you market your product
Product
Price
Promotion
Place (Distribution Channels)

**Product–price –promotion–place–product**

Context of Marketing
Legal-what a company can and can’t do
political
social/cultural
media fragmentation
competition
technological
Marketing Segmentation
dividing the total potential market into groups with similar characteristics or needs:
Purchase history-“buy things because your parents did”
Geography- change what a marketing team will do
Traget Markets
specific groups of consumers with common characteristics on whom a company focuses its marketing efforts
Customer Buying Behavior
Problem/need recognition
Information seeking
Evaluation of alternatives
Purchase decision
Post-purchase evaluation

-family behavior
-status
-brand
-proximity
-differentiation

Product
packaging- product worth the packaging? safe? durable?
product/ service itself- value enhancers
Value Enhancers
Packaging
Branding
Reputation
Services
Warranties
Costumer Focused
advertisment of product
Place (distribution) focused
where its placed on the shelf
Product Mix
multiple products of same brand
Product lines
multiple products within same company
ex. harley davidson bikes, clothes, shoes ect.
Brand equity
Brand awareness
Brand loyalty
Brand quality perceptions
Brand associations
branding
A brand is a name, term, design, symbol or other feature that identifies a distinct set of products
costumer benefits from brand equity
Convenience
Status
Quality
Safety
Seller benefits
Purchase convenience
Efficiency
New products
Promotion budget
Consumer loyalty