The marketing mix

• • product-
  • targeting customer with a product that has the right blend of functional and aesthetic benefits without being to expensive to produce
• • price-
  • the price retailers must pay which in turn affects what consumers pay
• • promotion -
  • 
persuading customers to buy through branding, packaging, advertising etc for short term impact like offers or long term image of brand
• • place-
  • 
where supplier is going to get product or service to consumer. choosing where and how to distribute product e.g high street shops or websites
• • balancing the marketing mix based on the competitive environment -
  • goal is to stand out from rivals if rivals change product then the business should add new features to make their stand out
• • the impact of changing consumer needs on the marketing mix-
  • customer needs change so products should change with them
• changing needs - effect on marketing mix -

  • cycling being leisure activity then work commuting - distribution changes from bike shops in suburbs to shops in city centres (place)
  • lots of holidays in south east Asia - product development of sweet chilli stuff
• • impact of technology on marketing mix -
  • 
tech advances means it can affect the 4 Ps
• • changing tech - effect on marketing mix-
  • rise of m-commerce, apps - simpler promotional offers
  • digital communication, email text - allows a business to send personalised promotional offers to customers who gave their details