THE 4P's of MARKETING MIX

1. PRINCIPLES OF MARKETING
Developing the Marketing Mix
Developing the Marketing Mix (Output)
:Powerpoint Presentation
Jeannie B. Cuanico
Victorias National High School
Victorias City Negros Occidental,
Philippines

11. 1. PRICE SKIMMING - where the product's
selling price is way above its unit cost.
This allows the company to recover its
research and development costs and
expenses.
2. PENETRATION PRICING - a pricing
strategy where the new product is
priced only marginally.

12. • The third element in the
marketing mix.
• It is needed on how a company
can effectively and efficiently get
its products to its consumers
through product distribution.

13. A supply chain is the network
of all the individuals, organization,
resources, activities, amd technology
involved in the creation and sale a
product.

14. There are three general ways on how a product can
br distributed using marketing intermediaties:
1. Exclusive Distribution - distribution is limited to a
select number of dealers, usually one or a few.
2. Intensive Distribution -this product distribution
type, used mostly by fast-moving consumer
goods and convenience goods, involves making
a product available in as many retail outlets as
possible.
3. Selective Distribution - positioned between
exclusive and intensive distribution, this type of
product distribution involves the use of more
thn one but not as many dealers as in intensive
distribution.

15. • WHOLESAILING - is the sale of goods for sale.
Wholesaling is an important product distribution
function. Without wholesalers, product manufacturers
would have to deliver goods directly to retailers.
• RETAILING - is defined as the sale of goods/services to
the final customer for his personal consumption. Typical
examples of retailing establishments are drug stores,
sari-sari stores, restaurants, movie houses, convenience
stores and supermarkets.

16. Promotion as used in the
4P's is a general term which
includes the following: advertising,
promotions, personal selling,
publicity and public relations.

17. is defined as any paid and public
presentation of products, services or
ideas by an identified sponsor through a
medium. The most common objectives of
advertising are:
• To build awareness
• To inform
• To persuade
• To remind

18. is extent to which consumers are
familiar with the distinctive qualities or
image of a particular brand of goods or
services. Achieving a high level of
awareness provides the brand following
advantages:
1. Learning Advantages
2. Consideration Advantages
3. Choice Advantages

19. are activities or a series of
activities, usually short-term, that
are intended to boost the sales of a
product or service. These are
actions a company can take to
stimulate customers to buy
immediately than later.

20. 1. Trade Promotions - are intended for
marketing intermediaries such as retailers. Trade
promotions "push" products to the retailer or trade
outlet.
2. Consumer Promotions - are intended for
consumer. The purpose of consumer promotions is
to induce product trial, encourage brand switching
or reward consumer patronage.

21. REFERENCE:
Principles of Marketing Textbook
Oscar G. Torres (Author)