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Marketing Mix (4ps) Slide 1

Product Price



The marketing mix principles are controllable variables which have to be carefully managed and must meet the needs of the defined target group. All elements of the mix are Linked and must support each other.

Marketing Mix (4ps) Slide 2 Product

Product Decisions




Benefits offered
We must remember that Marketing is fundamentally about providing the correct bundle of benefits to the end user, hence the saying Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer (P.Tailor 7/00)

Marketing Mix (4ps) Slide 3 Pricing

Penetration Skimming

Pricing Strategies

Competition Product Line Bundle


Pricing is the only mix which generates a turnover for the organisation. The remaining 3ps are the variable cost for the organisation. It costs to produce and design a product, it costs to distribute a product and costs to promote it. Price must support these elements of the mix. Pricing is difficult and must reflect supply and demand relationship.

Marketing Mix (4ps) Slide 4 Promotion

Advertising Public Relations

Promotional Mix

Sales Promotion Personal Selling

A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional mix can consist of:

Direct Mail
Internet/ E-commerce

Marketing Mix (4ps) Slide 5 Place

Direct Distribution Indirect Distribution
Manufacturer Manufacturer


Consumer Consumer