2. ▪Introduction
▪ The marketing mix is the set of controllable,
tactical marketing tools that a company uses to
produce a desired response from its target
market. It consists of everything that a company
company can do to influence demand for its
product. It is also a tool to help marketing planning
and execution.
3. Marketing mix
7 p’s
▪ Product
▪ Price
▪ Promotion
▪ Place
▪ People
▪ Process
▪ Package
4. ▪ Product
Products mean goods
and services combination the
company offers to the target
market. Thus, a ford Escape
consists to nuts and bolts, spark,
plugs, headlights, and
thousands of other parts. Ford
offers several escape models
and dozens of optional features.
The car comes fully serviced
and with a comprehensive
warranty that is as mush a part
of the product as the tailpipe.
5. ▪ Price
Price is the amount of money customers must pay to obtain the
product. Ford calculates suggested retail price that its dealers might
charge for each escape.
But ford dealers rarely charge the full sticker price, instead, they
negotiate the price with each customer, offering discounts, trade-in
allowances, and credit terms.
6. ▪ Promotion
▪ It means activities that communicati0n the
merits of the product and persuade target customers
to buy it, ford spending more than $ 1.5 billion
each year on u .s . advertising to tell consumers
about the company and its many products.
7. ▪ Place
It includes company activities that make the
product available to target consumers body of
independently owned dealerships that sell the
company’s many different models. The dealers keep an
inventory of ford automobiles, demonstrate them to
potential buyers, negotiate prices, close sales, and
service the cars after the sale.
8. ▪People
The restriction of right people is not just for the front liners.
Even marketing managers and sales managers are important as people
in the marketing mix. For example – if the marketing manager does not
understand the brand correctly, and implements the wrong marketing
strategy, then the brand is sure to get affected.
9. ▪ Process
▪ Process is another element of the services marketing mix or
7Ps. There is a number of perceptions of the concept of process within
the business and marketing literature. Some see processes as a means
to achieve an outcome, for example – to achieve a 30% market share, a
company implements a marketing planning process.
10. ▪ Package
▪ Packaging is so much more than just protecting a product. It's an
essential marketing tool, which supports branding, emphasizes the
product's best features and creates an unforgettable experience for
the customer. It's a gateway that can elevate your product – and
company – to the next level.
11. ▪Conclusion
▪ The marketing mix of price, product, place, and promotion, remain
relevant and vital in any marketing campaign. Determining the 4P's
and how they all interact is important in identifying the key factors of
marketing a particular product or service.
