Marketing Mix - Marketing Plan
The marketing mix is the set of decisions that a business must make in order to implement its marketing strategy and achieve its objectives.
Traditionally the marketing mix has been comprised of the 4 P’s – Product, Price, Promotion and Place (Distribution). However, today two additional decisions tend to be added – Service and Staff.
Traditionally the marketing mix has been comprised of the 4 P’s – Product, Price, Promotion and Place (Distribution). However, today two additional decisions tend to be added – Service and Staff.
Under each category a range of decisions must be made:
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Product
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Price
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- Product Variety
- Product Sizes
- Product Quality
- Brand name
- Packaging
- Presentation
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- List Price
- Quantity Discounts
- Special Offers
- Geographical Pricing
- Payment Terms
- Credit Options
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Promotion
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Place (Distribution)
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- Advertising
- Public Relations
- Promotions
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- Channel Section
- Market Coverage
- Dealer Support
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Service
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Staff
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- Pre-sale Services
- Point-of-purchase Services
- After-sales Support
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- Staff Requirements
- Salaries and Bonuses
- Staff Motivation
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