An overview of marketing mix and of its variables with its definitions and main characteristics.

1. An Overview
Ana de la Barreda Rodríguez

2. Marketing Mix
• Marketing Mix (MM): tools
available for a company to
implement the marketing
strategies to reach the
establised goals.
• MM are 4 variables (4Ps)
(Kotler y Armstrong):
– Product
– Price
– Promotion
– Place (Distribution)

3. Product
• Goods and Services
• Product policy considering
the phase in the Life-Cycle
• The main decisions are:
– The brand
– The product portfolio
– The presentation
– Product differentiation

4. Price
• Is the amount a customer
pays for the product
• Determines the company’s
profit
• Takes into account,
amongst other things:
– The customer perceived
value
– Price elasticity

5. Promotion
• Is to provide information
and to persuade different
parties about the
product/company
• Promotion comprises :
– Sales promotion
– Personal selling
– Advertising
– Etc.

6. Place
• Is where we commercialize
the product
• The distribution channel
strategy defines the places,
moments and conditions in
which the product is offered
to the clients

7. REFERENCES
• Definitions
http://es.wikipedia.org/wiki/Mezcla_de_mercadotecnia
http://es.wikipedia.org/wiki/Marketing
http://en.wikipedia.org/wiki/Marketing_mix