Marketing mix consists of the elements of
marketing that can be used by a company to
influence consumers to purchase goods or
Apple uses the marketing mix to promote the
iPod right before the Christmas shopping
They send out a lot of commercials,
billboards, mail, offers in magazines and
especially internet banners that offer sales.
Apple sends out the most advertisements
right before Christmas because that is the
time that most people are looking to buy new
A set of persons who serve as the focal point
for a particular program or service.
Also a certain age group and type of people
that are most likely to use a service or buy a
Examples..target market for Chevy Volt is
people who have their license so mainly people
16 or older.
A sailboat vacation would most likely be for
adults about 25 or older.
Generic products would be for people who try
to save money.
Recognize a need.
Select and evaluate alternatives.
Make a purchase decision.
Determine the effectiveness of the decision.
The family needs a bigger house.
Look at house listings in the area they are
Pick a few houses that they could choose
from and see which houses fit all their
Decide which house they want and buy it.
Think about whether they made the right
Buying motives are the reasons that people
buy things which include:
1. Desire for Gain
2. Fear of Loss
3. Comfort and Convenience
4. Security and Protection
5. Pride of Ownership
6. Emotional Satisfaction
Emotional is when people buy because they
want something on impulse.
Rational is when people buy because they
actually need something.
1. You want a new iPod.
2. You buy more shoes.
1. You buy bread because there’s none left.
2. You buy vitamins.