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Creating a Marketing Mix to Support a Product

  1. Section 1The marketing mix elements for a good/serviceMarketing mix and the 4PsProduct element of the marketing mixPrice element of the marketing mixPlace element of the marketing mixPromotion element of the marketing mix8 notes 12 min readStart reading
  2. Section 2Marketing mix elements working togetherPrice and perceived qualityPrice and promotion togetherProduct and promotion togetherPlace, price and imageWeaknesses in the marketing mix6 notes 10 min readStart reading
  3. Section 3Advertising media and appropriatenessAdvertising media, sales promotion and public relationsLeafletsNewspapersMagazinesRadio16 notes 29 min readStart reading
  4. Section 4Sales promotion techniquesObjectives of sales promotionDiscountsCompetitionsBuy one get one free (BOGOF)Point-of-sale advertising10 notes 16 min readStart reading
  5. Section 5Public relationsProduct placementCelebrity endorsementPress releasesChoosing a PR method4 notes 6 min readStart reading
  6. Section 6Selling to the consumerPhysical channelsDigital channelsOnline marketplaces and auction sitesDownloadsChoosing a selling channel5 notes 9 min readStart reading
  7. Section 7The product lifecycleProduct lifecycleDevelopment and introduction stagesGrowth stageMaturity stageDecline stage6 notes 6 min readStart reading
  8. Section 8Extension strategiesExtension strategiesAdvertising as an extension strategyPrice changes as an extension strategyAdding value as an extension strategyNew markets as an extension strategy7 notes 11 min readStart reading
  9. Section 9Factors to consider when pricing a productPricing decisions and business aimsIncome levels of target customersCompetitor pricesCost of productionPricing across the product lifecycle6 notes 7 min readStart reading
  10. Section 10Pricing strategiesPricing strategiesCompetitive pricingPsychological pricingPrice skimmingPrice penetration6 notes 7 min readStart reading