BSM 200 Study Guide - Final Guide: Human Resources, Direct Marketing, Igor Ansoff
11 Apr 2015
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4 ps of marketing that are part of the marketing mix: product, price, place, promotion. Includes things like brand, size, quality, features and benefits, packaging, warranty. Also have discounts and allowances to motivate retailers to carry the product. Include list price, costs, payment period, credit terms. The p that is least visible to consumers because it"s about how product gets from a manufacturer into their hands. Looking at the use of intermediaries/marketing channels e. g. wholesalers, retailers, online. Looking at how each member of the supply chain adds values. Looking at logistics how we transport product. Promotion: what we think about when we hear marketing because it"s about advertising seen on tv, billboards, print media, social media. The part of marketing that is most visible. Includes sales promotion, personal selling, public relations, direct marketing, electronic media. Unlikely to have a successful business/marketing strategy if you create a marketing mix that is for everybody.
