Marketing Mix Orientations

Some marketing mix approaches are producer-oriented. They focus on a product's producers,
rather than its consumers. An example of a producer-focused model is the four Ps. This refers to
product, price, promotion, and place.

On the other hand, some approaches emphasize the customer. These approaches are consumer-
oriented. An example is the seven Cs model. This model focuses on meeting customers' wants and
needs. In addition, customers also seek security and education. When marketers understand what
motivates customers, they make better decisions.

There are also external factors that influence the marketing mix. For example, a marketer's
strategy changes in response to economic factors.

Reading

2 Read the textbook passage. Then, mark the following statements as true (T) or false (F).

1 (F) The four Ps focus on the customer.

2 (F) The seven Cs are producer-oriented.

3 (F) Only internal factors affect the marketing mix.

Vocabulary

3 Match the words or phrases (1-4) with the definitions (A-D).

1 D seven Cs 3 B needs

2 A producer-oriented 4 C wants

A describes a marketing mix that is oriented towards the producer

B the things that a person requires

C the things that a person desires

D a consumer-oriented marketing mix model

4 Read the sentence pairs. Choose which word or phrase best fits each blank.

1 consumer-oriented / economic

A A(n) consumer-oriented approach focuses on the customer.

B The poor economic climate negatively affected our sales.

2 four Ps / external factors

A The four Ps are a popular marketing mix model.

B Let's analyze the external factors that affect our marketing strategy.

3 security / education

A We need to focus on customer education , so that they understand our product.

B Many customers are concerned with security , or protection from harm.

5 Listen and read the textbook passage again. Which popular marketing mix model is consumer-
oriented?

Listening

6 Listen to a conversation between two employees. Mark the following statements as true (T) or
false (F).

1 __ The speakers discuss which marketing approach to take.

2 _The client focuses on meeting his customers' needs.

3 __ The speakers agree on a producer-oriented approach.