Page 38 - F1 - AB Integrated Workbook STUDENT 2018-19
P. 38

Chapter 2




               4.2   The marketing mix


                        The traditional marketing mix (4Ps)



                 Product: Factors such as quality, design, range, packaging, branding and
                     warranties.

                 Place: Where to sell the products, distribution channels, stock levels and
                     warehouse locations.


                 Promotion: Techniques such as advertising, personal selling, public relations,
                     sales promotion, sponsorship and direct marketing.

                 Price: Price level, discounts, credit policy and payment methods.



                        Additional 3Ps for the service industry



                 People: Relates to both staff and customers.

                 Processes: Systems through which the service is delivered.


                 Physical evidence: Makes the intangible service more tangible.





































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