Intro to Business › Section K · Products and pricing › Topic K.3
Developing a marketing mix
Once a firm knows whom it serves and why they should choose it, it needs a toolkit to deliver on that promise. The marketing mix is that toolkit, and it works only when every tool fits the others.
In this topic
- The toolkit a marketer controls
- The four Ps, and a fifth
- Product strategy
- Price strategy
- Place strategy
- Promotion strategy
- The extended mix for services
- Worked example: building a mix
- Worked example: finding the weak link
- Marketing in not-for-profit organisations
- Common mistakes to avoid
- Key takeaways
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