The Marketing Mix

A combination of marketing decisions that influence the customer’s decision to buy a product.

Price

•      What is charged for different versions of the product, as well as payment terms.

Product

•      Physical features. What does it look like? What does it do? What guarantee or after sales service is provided.

Promotion

•      The way in which the business communicates about the product.

•      Includes the following:

•      Advertising

•      Sponsorship deals

•      Offers

•      Promotions

Place

•      Distribution channels. Where can the product be purchased?

People

•      All of the people (staff) involved in the transaction.

•      Examples include...

•      The person who answers the phone

•      The cashier

•      Their skills and attitude will affect the customer’s perception of the product and the business.

Process

•      What the customer actually has to do to purchase the product.

•      Examples include...

•      Using a credit or debit card

•      Using a mobile phone to book something

•      Going into a shop and handing money over to buy a product

•      Buying online

Physical Environment

•      The premises or area surrounding the product.

•      Includes things such as….

•      Cleanliness

•      Layout

•      Quality of furnishings