1. MARKETING MANAGEMENT.
Learn marketing concepts, terminology and practices; examine strategies to apply them to contemporary marketing
situations; and gain an understanding of how they affect your organization’s profitability. (These strategies also apply
to nonprofits.) Study consumer and business marketing, marketing research, product planning, distribution, pricing,
and promotion. Learn how marketing integrates with other business disciplines including social media.
CERTIFICATE PROGRAM IN
Marketing
With the Certificate Program in Marketing, you gain crucial skills and a credential to advance your career. You're
ready to contribute more to your organization or take on a new professional role. You're also equipped with in-depth
knowledge of the latest marketing concepts and techniques in less time and at less cost than a master's degree
requires. Get an overview with courses on marketing research and planning, strategic marketing, analytics and
metrics, and emerging trends in social media and other innovative technologies. The curriculum is overseen by an
advisory board of business and education leaders and approved by the University of California, Berkeley, Haas
School of Business, ensuring your education is relevant and up to date. Learn from some of the best in the
business—leading professionals with the marketing acumen and teaching experience to provide both a theoretical
foundation and practical training.
Course Catalog
MARKETING RESEARCH: CONCEPTS AND TECHNIQUESBUS ADM X460.6
COURSE DESCRIPTION
Explore the entire cycle of market research, from objectives and planning; choice of methodology;
designing questionnaires and focus group guides; collecting, analyzing and interpreting data; and
presenting findings. You place special emphasis on using market research to develop and support
decision-making processes to minimize risk and direct-resource investment. Curriculum does not focus on
statistics and numerical analysis, but rather on each of the steps, separately and together, that make up a
real-world research process.

2. Course Catalog
STRATEGIC MARKETINGBUS ADM X415
COURSE DESCRIPTION
Learn strategic challenges and opportunities created by the dynamic nature of markets. Study marketing strategies,
and determine which ones are relevant and feasible for your organization and which ones will maximize the bottom
line. Corporate responsibilities (including green and social) energize the organization and can foster internal
cooperation and communication. Learn customer value propositions; assets and competencies; and structured
strategic analysis including detailed customer, competitor, market, environmental and internal analysis.
STRATEGIC MARKETING 2.0--SOCIAL MEDIA AND OTHER INNOVATIVE
TECHNOLOGIESBUS ADM X464.5
COURSE DESCRIPTION
Master the next generation of strategic marketing planning and tactics made possible by the latest
media channels and technologies. Learn how to establish realistic business and performance
goals and systematically evaluate new technologies, as well as evaluate in-market results against
specific return-on-investment metrics. Gain the ability to strategically plan and cost-efficiently
execute new-channel programs with more conventional marketing approaches.
ADVERTISING AND SOCIAL MARKETINGBUS ADM X464.7
COURSE DESCRIPTION
Gain an understanding of the essential methods, strategies and vocabulary needed to succeed in
the modern advertising world. Learn the role of advertising in marketing; buyer behavior; the
interplay of advertising options, including traditional, digital, social and mobile; media planning;
measuring effectiveness; and relations between the client and the agency. Analyze real-world
examples from business-to-business, consumer and nonprofit sectors to build on concepts you
study in class.
MANAGING MARKETING COMMUNICATIONSBUS ADM X466.1
COURSE DESCRIPTION
Successful marketers maximize their sales opportunities by using integrated marketing
communications (IMC), which include advertising, personal selling, promotion, direct
marketing, public relations, customer relationship management (CRM) and electronic media. In
this course, you prepare an integrated marketing communications plan.

3. COMMUNICATING ACROSS CULTURES: MARKETING AND SALES CHALLENGES
AROUND THE WORLDBUS ADM X495.7
COURSE DESCRIPTION
Global transactions are becoming the norm in business and marketing, and sales professionals
face a variety of communications challenges in adapting to the international marketplace.
Examine the theories of specific culture-bridging tools and techniques needed by today‟s
international sales and marketing practitioners.
MANAGING MARKETING COMMUNICATIONSBUS ADM X466.1
COURSE DESCRIPTION
Successful marketers maximize their sales opportunities by using integrated marketing
communications (IMC), which include advertising, personal selling, promotion, direct
marketing, public relations, customer relationship management (CRM) and electronic media. In
this course, you prepare an integrated marketing communications plan.
STRATEGIC MARKETING PLANNINGBUS ADM X411.3
COURSE DESCRIPTION
Learn how to develop and write a comprehensive marketing plan. Examine how marketing plans
change with the life cycle or market conditions of a product or service. Develop a model
marketing plan that includes an analysis of competition, pricing, promotion, distribution and the
value proposition. Special emphasis is placed on adopting and maintaining a customer
orientation when creating marketing plans.
marketing management
Web definitions
Marketing Management is a business discipline which is focused on the practical application of
marketing techniques and the management...
en.wikipedia.org/wiki/Marketing_management

4. WHAT IS MARKETING?
Introduction
The term marketing has evolved over time; today marketing is based around providing
continual benefits to the customer following a transactional exchange. The Chartered
Institute of Marketing define marketing as 'The management process responsible for
identifying, anticipating and satisfying customer requirements profitably'
Marketing Definitions
Philip Kotler defines marketing as 'satisfying needs and wants through an
exchange process'
Customers will only undertake the exchange, if they feel that their needs are being
satisfied, clearly the transactional value cannot be more than the amount customers
are prepared to pay to satisfy their need.
P.Tailor of www.learnmarketing.net suggests that '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 is the job of the marketing department?
If we look at CIM's definition in more detail Marketing is a management
responsibility and should not be left to a specific department or person. In fact
everyone that works for or represents a company is responsible for marketing, as their
actions contribute towards the company's reputation.
What does marketing involve?
Marketing requires co-ordination, planning, implementation of campaigns and
employees with the appropriate skills to ensure marketing success. Marketing
objectives, goals and targets have to be monitored and met, competitor strategies
analyzed, anticipated and exceeded. Through effective use of market and marketing

5. research an organization should be able to identify the needs and wants of the
customer and try to deliver benefits that will enhance or add to the customers lifestyle,
while at the same time ensuring that the satisfaction of these needs results in a healthy
turnover for the organization.
Exercises Answers
What is Marketing?
Scenario:
As the new Marketing Manager for LM Ltd, a newly formed PC Manufacturer, you
plan to give a talk to the rest of the management team about meeting customer needs,
and discuss with them what marketing is about.
Exercise:
If you were delivering the speech what would you cover? List some points.
Answer

6. 1. Marketing is about providing benefits not products/services.
2. The benefit LM Ltd products offer to their target market.
3. The importance of continuous research to meet consumer needs.
4. The importance of understanding competitors and competitor products.
5. The importance of understanding the industry and industry trends.
6. The importance of managing differentiation and positioning.
7. The importance of after sales services in the computer industry.
Market and Marketing Research Answers
Read about Market and Marketing Research here
Having just talked to the management team about why marketing is
important, you know what to conduct some secondary research into
the computer industry and primary research into consumers’ needs,
views and wants.
Exercise:
Using the internet find some secondary information on the computer
industry within your country or a country of your choice. See if you
can find two pieces of information:
1. Market share of computer manufacturers within your country.
2. The value of the computer industry within your country.
A) Having found this information, list why you think it is important
for LM Ltd to have both sets of data?
Primary Research
Your company needs to find out more about the potential of
computer users.
B) What primary research methods are appropriate to find out about
the needs of computer users? What are the advantages and
disadvantages of each?

7. C) Why is it important for LM Ltd to conduct both primary &
secondary research?
Answers Here
Computer Industry
Market Share of Computer Manufacturers
You should have found market share information on computer
manufacturers within your country, with the value of the industry
also. The value of the industry is the total turnover of PC sales
amongst all manufacturers.
List why is it important for LM LTD to have both sets of data?
The data will help management in decision making.
The data will give management an idea of the competitiveness
of the industry.
Market share information will help the organization to set
realistic objectives for themselves.
Industry sales will tell management overall if the PC industry is
in decline, stagnating or growing
Primary research methods
The company can use any or all of the following methods to assist
them in understanding consumer needs:
Questionnaires
Advantages
Relatively cheap compared to other forms of research
methods.
Respondents can be guided through with ease.
Disadvantage

8. There is always threat of bias from interviewer.
Personal Interviews
Advantages
More qualitative and quantitative information can be otained
from these.
Respondents can be guided and questions can be explained
clearly if they are not understood.
Disadvantages
Cost of interviewers are expensive.
There is a threat of a bias response.
Focus groups
Advantages
In-depth qualitative data can be collected from a group of
respondents.
Discussion amongst groups leads to greater understanding of
consumer needs.
Disadvantages
Can be difficult to organize.
Costs of hiring a moderator i.e. the person who will referee the
focus group.
Always dangers of bias from the moderator.
Why is it important for LM Ltd to conduct both primary and
secondary research?
Both are crucial, secondary research will give the company initial
information on whether the industry is in decline or not and will
assist them in deciding whether to enter the industry. Primary
information will give LM Ltd a greater insight into the needs of
particular users, what the main reason they purchase a PC, from
where and so on.

9. Marketing Environment Exercise
Answers here
The personal computer market is very competitive and is influenced
by many internal and external factors. Some of the uncontrollabe
factors that influence the personal computer market include,
political , economical, social and technological factors that can have
an impact on the organisations strategy. We just have to look at
Microsoft and the anti- competitive lawsuit which was brought
against the company in the USA which had an impact on how the
company sells its product.
Exercise:
List below the PEST factors that could influence LM Ltd marketing
strategy.
Answers
Political.
1. Government legislation from the selling of goods one to one or
over internet.
2. Government taxation policy. Direct or indirect tax on consumers
and businesses.
Economical
1 Inflation rate.
2 Interest policy and rates.
3 Employment/unemployment levels.
Social

10. 1 Buying habits of consumers.
2 Amount of time spent on leisure activities.
3
Technological
1 Rates of technological change within the business and industry.
2 The internet and popularity of e-commerce.
Segmentation, Targeting and Positioning Answers
Read about Segmentation, Targeting, Positioning
Segmentation, Targeting & Positioning worksheet
LM Ltd plan to launch a wide range of personal computers to cater for the many types
of users.
1) List the various segmentation variables the company can use to segment their
market.
2) Briefly explain why you have selected each one.
3) Which segments could the company aim for?
Segmentation lesson answers
Segmentation Variables
• Age
• Income
• Social Class – From A-D
• Lifestyle - The company could look at the activities and interests of the consumers.
• Benefit - Segment users by benefit. That is benefit of speed, or graphics or ease of
use.

11. • Usage – Segment by how often they would use the computer and again what
purpose.
Understanding how to use these variables to segment the market will help the
organization in its promotion and positioning strategy.
Targeting lesson answers
What targeting strategy would you recommend that LM Ltd adopt. Explain your
reasons with a help of a diagram(s).
The company should adopt a differentiated targeting strategy selling products with
different features aimed at different segments. Students would require different
benefits to businesses that would buy the products. Students would want low cost,
with word processing, spreadsheets. Business customers, speed, reliability, high
performance and so on.
The diagram below suggests that the company should adopt a differentiated marketing
strategy, students could be segment one and businesses segment 2.
Positioning lesson answers
LM Ltd realize that there are many computer organizations offering similar services,
but you‟re different! Explain what positioning strategy you would adopt for the
company. How can you be seen as different in this already overcrowded personal
computer market?
Answers

12. The company may want to offer some form of service differentiation. Computers can
be quite similar whether it is from one manufacturer or another. LM Ltd could
differentiate themselves by offering good customer and after sales service. By
positioning themselves within a particular field is another option e.g. develops a name
and identity within the corporate or consumer market.
Product Strategies Answers
Marketing Mix Exercise One: Product Strategies.
As the marketing manager, you know the product (s) has to be right. The PC industry
is competitive, lifecycles are short, and the marketing mix ingredients have to be
correct.
Looking at the points covered in products:
1. Apply Kotlers theory of benefits to the computers LM Ltd wish to sell. What
benefits are consumers really getting from purchasing one of LM Ltds PC‟s? What
particular product decisions are important in the product planning process?
2. Draw a product lifecycle for one of LM Ltd computers and show at what point the
firm will re-invent or update the product.
Answers
Core Benefit: The core benefit offered to consumers depends much on what their
primary need is. Purchasing a computer can have the benefit of „need for speed‟, as a
communication device over the net, or an entertainment device for playing games or
watching movies or as a work or educational machine.
Total product:
One way for the company to differentiate the product is via branding, packaging,
designing the product and by promoting the variety of features the product offers.
Augmented product

13. Differentiating via branding and features in this market is not enough. You must also
be able to make sure that the customer has some form of good quality after care
service in the form of warranties, technical back up line and so on. This sometimes is
the selling point for many people. Good after sales service usually encourages good
word of mouth, creating a good reputation for the organization.
Total Product Concepts
2.
The company will have to start thinking about replacement models soon after launch,
possibly growth stage. In this fast moving market of personal computers where the
average lifecycle is about six months, the company will have to launch replacement
models at the decline stage so they can see a smooth transmission of one lifecycle to
another.
Marketing Exercise
Marketing Mix Exercise Two: Pricing Strategies.

14. Right, you‟ve got the product right; the next stage is to price it. Wow what a task!
1. List the factors LM Ltd will have to take into account while deciding how to price
the product.
2. What combination of pricing strategies could LM Ltd consider?
3. Work out a pricing strategy as the product moves through the four stages of the
product life cycle. Plot how your pricing strategy may change at it moves through the
product lifecycle.
Answers
1. List the factors LM Ltd will have to take into account while deciding how to
price the product.
The factors LM Ltd will have to take into account when pricing include:
a) Levels of competition.
b) Fixed and variable costs.
c) Competition..
d) Company objectives.
e) Proposed positioning strategies.
f) Target group and willingness to pay.
2. What combination of pricing strategies could LM Ltd consider?
When selling computers LM Ltd could use the following pricing strategies:
Competition pricing: Pricing the computer products similar to competitors.
Bundle pricing: Bundling the computers with scanner, digital camera, printer.
Psychological pricing: Selling PC‟s at £499.99 or £999.99, just below the
psychological price of £500 or £1000, whatever price the company decides.
Optional pricing: Giving the users the options of upgrades as is common in the
PC industry.
3. Work out a pricing strategy as the product moves through the four stages of
the product life cycle. Plot how your pricing strategy may change at it moves
through the product lifecycle.
Introduction – Premium psychological price. Product is new with latest technology.
Growth –Skimming price reduce price as product sells grow.

15. Maturity – Physiological pricing, with price lowered offered with bundles.
Decline – Product line pricing, reduce price on existing model and introduce new.
SERVICE MARKETING Service Marketing Mobile Edition
Introduction
Some businesses sell products, others sell services and the remainder sell products and
services. This article examines the characteristics of a service and looks at how the
marketing mix can be adapted to market a service.
CHARACTERISTICS OF A SERVICE
There are five characteristics to a service:
Lack of ownership
Intangibility
Inseparability
Perish ability
Heterogeneity
Each of these needs to be taken into account when marketing a service.
Lack of Ownership
You can not own a service and you cannot store a service like you can store a product.
Services are used or hired for a period of time. For example when you buy an airplane
ticket to fly to the USA, you are buying a service which will start at the beginning of
the flight and finish at the end of the flight. You cannot take the airplane flight home
with you.
Intangibility

16. You cannot hold or touch a service unlike a product. This is because a service is
something customers experience and experiences are not physical products.
Inseparability
Services cannot be separated from service providers. A product can be taken away
from the producer but a service cannot be taken away as it involves the service
provider or its representatives doing something for the customer. For example a
company selling ironing services needs the company to iron the clothes for you.
Perish ability
Services last a specific time and cannot be stored like a product for later use. For
example an interior designer will design a property once. If you would like to redesign
the house you will need to purchase the service again.
Heterogeneity
Firms have systems and procedures to ensure that they provide a consistent service
but it is very difficult to make each service experience identical. For example two
identical plane journeys may feel different to the passengers due to circumstances
beyond the airline's control such as weather conditions or other passengers on the
plane.
SERVICE MARKETING MIX (Extended Marketing Mix)
Introduction
In the previous article we discussed the characteristics of a service. In this article we
look at how the marketing mix for marketing a service is different to the marketing
mix for products. Just like the marketing mix of a product the service marketing mix
comprises of Product, Price, Place and Promotion. How ever as a service is not
tangible the marketing mix for a service has three additional elements: People,
Process and Physical Evidence.

17. People
People are an essential ingredient in service provision; recruiting and training the right
staff is required to create a competitive advantage. Customers make judgments about
service provision and delivery based on the people representing your organization.
This is because people are one of the few elements of the service that customers can
see and interact with. The praise received by the volunteers (games makers) for the
London 2012 Olympics and Paralympics demonstrates the powerful effect people can
create during service delivery.
Staff requires appropriate interpersonal skills, attitude, and service knowledge in order
to deliver a quality service. In the UK many organizations apply for the "Investors in
People" Accreditation to demonstrate that they train their staff to prescribed standards
and best practices.
Process
This element of the marketing mix looks at the systems used to deliver the service.
Imagine you walk into Burger King and order a Whopper Meal and you get it
delivered within 2 minutes. What was the process that allowed you to obtain an
efficient service delivery? Banks that send out Credit Cards automatically when their
customer‟s old one has expired again require an efficient process to identify expiry
dates and renewal. An efficient service that replaces old credit cards will foster

18. consumer loyalty and confidence in the company. All services need to be underpinned
by clearly defined and efficient processes. This will avoid confusion and promote a
consistent service. In other words processes mean that everybody knows what to do
and how to do it.
Physical Evidence (Physical Environment)
Physical evidence is about where the service is being delivered from. It is particularly
relevant to retailers operating out of shops. This element of the marketing mix will
distinguish a company from its competitors. Physical evidence can be used to charge a
premium price for a service and establish a positive experience. For example all hotels
provide a bed to sleep on but one of the things affecting the price charged, is the
condition of the room (physical evidence) holding the bed. Customers will make
judgments about the organization based on the physical evidence. For example if you
walk into a restaurant you expect a clean and friendly environment, if the restaurant is
smelly or dirty, customers are likely to walk out. This is before they have even
received the service.
Summary
The Service Marketing Mix involves Product, Price, Place, Promotion, People,
Process and Physical Evidence. Firms marketing a service need to get each of these
elements correct. The marketing mix for a service has additional elements because the
characteristics of a service are different to the characteristics of a product. The
Characteristics of a service are:
(1) Lack of ownership
(2) Intangibility
(3) Inseparability
(4) Perish ability
(5) Heterogeneity.
To certain extent managing services are more complicated then managing products,
products can be standardized, to standardize a service is more difficult as there it can
be affected by factors outside the service providers control

19. MARKETING THEORY ARTICLES
Marketing Foundations
Marketing
Definition
Marketing
Concepts
Marketing
Budgets
Marketing a Service
Sound Marketing
Maslow's
Hierarchy of
Needs
Consumer Goods
Classifications
Ethical Marketing
Recession Inflation
and Credit
Crunch Terms and
Phrases Explained
Marketing
and the
Credit
Crunch
Marketing Quiz
OFCOM: UK Consumers spend
45% of their waking hours using
mobiles and other communication
devices.
Marketing
Strategy
Marketing
Analysis
Research and
New Products
The Marketing Mix
Generic Strategy
BCG
Analysis
Market and
Marketing
Research
Marketing mix What is it?
Message & Media
Strategy
Gap Analysis
Primary
Research
Product
Business
Objectives
(SMART)
Total product
concept
Secondary
Research
Price
Objectives
Strategy and
Planning
Three
product
levels
Observational
Research
Place
Push and Pull
Strategy
Perceptual
Map
Ethnographic
Research
Promotion
Hierarchy of
Effects Model
Positioning
Map
Sampling Promotional Mix Expanded
Buzz Marketing
Consumer
Buying
Behavior
Questionnaire
Design
Service Marketing Mix
Ambush
Marketing
SWOT
Analysis
Mystery
Shopper
Promotion through music and
sound marketing
Packaging
Strategies
Value Chain
Analysis
Why Develop
New Products
Promotion through music and
sound to reinforce brands
An off‟s Matrix
Diffusion of
Innovations
New Product
Development
Promotion through music and
sound to influence behavior
Balanced
Scorecard
Force Field
Analysis
White
Labeling
Product Mix and Product Lines

20. AIDA: Attention,
Interest
Desire, Action
Porter's Five
Forces
Model
Branding Environmental Product Strategies
Product Strategy:
Product Mix and
Product Lines
Product Life
Cycle
Selecting
Brand Names
Environmental Price Strategies
Product Placement
Product Life
Cycle
Adopters
Environmental Place Strategies
Role of
Advertising
Agencies
Types of
Product Life
Cycles
Environmental Promotion
Strategies
Marketing Plan:
Definition,
Content and how
to write one
Internet Marketing
Marketing
Mix
Website
Optimization
Viral
Marketing
Marketing and
smart phones
Benefits of
internet
marketing for
the business
Benefits of
internet
marketing for
the customer
Relationship
marketing
and the
internet
Internet
marketing and
objectives
Market research
and the internet
Marketing with
Social
Networking
Sites
The Marketing
Environment
Selecting
Your
Customers
Technology
and Other
Articles
International
Marketing
The Marketing
Environment
Segmentation
Part 1
I pad and PC
Tablet
marketing
International Marketing
Competitor Segmentation The Marketing International Marketing

21. Analysis Part 2 of Mobile
Phone
Handsets
Environment
PEST Analysis
PESTLE
Segmentation
Criteria
Marketing
Strategies
within the
Games
Console
Industry
International Marketing Market
Entry Considerations
Macro
Environment
Factors
Market
Positioning
Strategy
OFCOM: UK
Consumers
spend 45% of
their waking
hours using
mobiles and
other
communication
devices
International Marketing Market
Entry Methods
Micro
Environment
factors.
Market
Targeting
Options
Marketing for
Personal
Trainers
International Marketing Mix
Managing Your Customers
Customer
Relationship
Management
(CRM)
Customer
Services
Components of
Customer
Services
Managing Customer Services
Online
Relationship
Marketing
Benefits of
Relationship
Marketing
Internal
Marketing
Ladder of Customer Loyalty
Françoise
Marketing Mix
Des Services
Objectify
SMART
Matrices
d'Ansoff
Matrices BCG
Strategies de Prix
Strategies de
Marque
Place
des Strategies
Strategies Product
Norms de Marque
L'analyse
SWOT
Cycle de vie
du products
La segmentation du Marché Part
Deux
La segmentation
du Marche
Strategies
Qu'est-ce que
le marketing
Strategies d'emballage
Business Articles in Partnership with Learnmanagement2.com

22. Business Costs,
Revenue and
Break Even Point
Profit and
loss accounts
Balance sheets Financial Ratios
Quality
Total Quality
Management
Cost of Quality Garvin: Dimensions of Quality
ISOs International
Standards
Organizations
Key
Performance
Indicators
Business
Integration
Fishbone Analysis
Product
As the product is the item being sold to the customer, the thing that will bring in
money, its features and design need careful consideration. Whether the firm is
manufacturing the product or purchasing the product for resale, they need to
determine what product features will appeal to their target market. When an
organisation is considering introducing a product into a market, they should ask
themselves the following questions:
1. Who is the product aimed at
2. What benefit will customers expect from it
3. What will be its advantage over competitor products? Or its unique selling
point?
4. How does the firm plan to Position the product within the market?

23. The answers to these questions will help a firm design, package and add value to its
products. To learn more about product strategies within the marketing mix click on
the following link: Marketing Mix and Product strategies
Price
There are lots of different pricing strategies but every strategy must cover at least your
costs unless the price is being used to attract customers to the business (loss leader
pricing). A product is only worth as much as people are prepared to pay for it. The
amount your target market are prepared to pay for your products/services depends on
product features and the target market's budget. You will also need to
consider competitor pricing and factors within your marketing environment. Effective
pricing involves balancing several factors, to find out more about pricing including
example pricing strategies click here.
Place
The Place element of the marketing place is about where the product is made, where is
it stored and how is it transported to the customer. The place for each of these things
should ensure that the product gets to the right place at the right time without damage
or loss. The ideal place will be
Convenient for the customer and the business
Accessible for the customer if it is the place where the product is sold
Low cost or free for the customer if it is the place where the product is sold
Reasonable cost to the business
The following link provides further information on place: Marketing Mix and Place
Strategies
Promotion
A successful product or service means nothing unless the benefit of such a service can
be communicated clearly to the target market. Promotion is any activity to raise
awareness of a product or to encourage customers to purchase a product. Advertising
is a form of promotion but not all promotions are advertisements.
Promotional activities for consumer sales will be different to promotional activities
for business to business sales. The following things will influence how a firm chooses
to promote its product:

24. Promotional campaign purpose
the budget for the promotional campaign
Legal rules about what you can promote and how
the target markets for the product
the marketing environment in which the firm operates
The following link provides further information on place: Marketing Mix and
Promotion Strategies
Other Marketing Mix Links
Service Marketing Mix: The ideal marketing strategy for a firm selling services,
includes the traditional marketing mix and three additional elements: people, process
and physical evidence. Click on the attached link to learn more about the 7Ps: Service
Marketing Mix
E-Marketing Mix: A massive increase in internet sales has changed the way the
marketing mix is implemented by firms. The following link will take you to an article
explaining how the marketing mix can be used for online marketing Marketing Mix
and The Internet
Environmental Marketing Mix. An increased focus on environmental issues, has
contributed to a rise in the demand for environmentally friendly products and services.
The spotlight on sustaining the environment has created new terminology such as
“carbon footprint” and “offsetting”. Many organizations have adapted their marketing
strategies to capitalize on the consumer appetite for Environmentally Friendly
Products. Click on this link to read more about how the marketing mix can be used to
market environmentally friendly products and services