Lesson 4: The Marketing Mix

(Product/Service Development, Price,

Place/Distribution, and Promotion)

Presented by: Leonides B. Suing

 VALUE PROPOSITION
Value proposition is combining product and price, two
of the 4Ps of marketing. It offers how your product or
service can benefit the target market (brand relevance)
as well as define its uniqueness (brand differentiation).
PRODUCT
PRODUCT
 PRODUCT
• 3 Types of Products
1. Durables – Products which have a long interval
between repeat purchases because of their long-
lasting nature.
2. Non-durables – Products which have stronger
repeat purchases because they are consumables.
3. Services – Products which are essentially
intangible because there are no physical items
involved.
THE 3 LEVELS OF PRODUCT
QUALITY
LOOK-ALIKE PRODUCTS
NEW PRODUCT DEVELOPMENT

 External Needs - Satisfying the customers’ needs and

wants entails identifying opportunity gaps (unfilled needs
and wants), determining the target market, and providing
products or services that satisfy changing condumer
preferences or set a trend.

 Internal Needs - Satisfying a company’s needs deals with

fulfilling the company company’s vision and mission,
doing better performance than competition, ensuring
availability of financial resources, and accomplishing target
financial performance such as return on sales (ROS).
NEW PRODUCT DEVELOPMENT
PROCESS
PRODUCT LIFE CYCLE
PRICE
DISTRIBUTION
DISTRIBUTION
DISTRIBUTION CHANNELS
 DISTRIBUTION CHANNELS

- Franchising
- Direct Selling
- The Internet
- Home Delivery
- Diagnostic Distribution
- Backward Distribution
- Gray Marketing
- Global and Regional Market
The Promotions Mix