Sales promotion advertising and public relations are elements of the promotion strategy. true false

The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution.

The four Ps of marketing: product, price, place and promotion

The marketing mix can be divided into four groups of variables commonly known as the four Ps:

1. Product: The goods and/or services offered by a company to its customers.
2. Price: The amount of money paid by customers to purchase the product.
3. Place (or distribution): The activities that make the product available to consumers.
4. Promotion: The activities that communicate the product’s features and benefits and persuade customers to purchase the product.

Marketing tools

Each of the four Ps has its own tools to contribute to the marketing mix:

• Product: variety, quality, design, features, brand name, packaging, services
• Price: list price, discounts, allowance, payment period, credit terms
• Place: channels, coverage, assortments, locations, inventory, transportation, logistics
• Promotion: advertising, personal selling, sales promotion, public relations

Marketing strategy

An effective marketing strategy combines the 4 Ps of the marketing mix. It is designed to meet the company’s marketing objectives by providing its customers with value. The 4 Ps of the marketing mix are related, and combine to establish the product’s position within its target markets.

Weaknesses of the marketing mix

The four Ps of the marketing mix have a number of weaknesses in that they omit or underemphasize some important marketing activities. For example, services are not explicitly mentioned, although they can be categorized as products (that is, service products). As well, other important marketing activities (such as packaging) are not specifically addressed but are placed within one of the four P groups.

Another key problem is that the four Ps focus on the seller’s view of the market. The buyer’s view should be marketing’s main concern.

The four Ps as the four Cs

The four Ps of the marketing mix can be reinterpreted as the four Cs. They put the customer’s interests (the buyer) ahead of the marketer’s interests (the seller).

• Customer solutions, not products: Customers want to buy value or a solution to their problems.
• Customer cost, not price: Customers want to know the total cost of acquiring, using and disposing of a product.
• Convenience, not place: Customers want products and services to be as convenient to purchase as possible.
• Communication, not promotion: Customers want two-way communication with the companies that make the product.

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9 : As organizations do not directly pay for publicity, it can be viewed as free.A : trueB : falseCorrect Answer : B

10 : Sales promotion consists of all marketing activitiesincluding personal selling, advertising,and public relationsthat stimulate consumer purchasing and dealer effectiveness.

11 : Public relations is an impersonal form of one-way mass communication about a product ororganization that is paid for by the marketer.

12 : Personal selling, unlike other promotional mix elements, is independent of the Internet.

13 : As per the modern methods of personal selling, it emphasizes a win-win outcome andbuilding long term relationships rather than on making a one-time sale.A : trueB : falseCorrect Answer : A

14 : Advertising, public relations, and sales promotion are generally impersonal, one-way meansof mass communication.

15 : Earned media is controlled by the brand but continuously keeps the customer and his orher needs in mind as it creates videos, blog posts, contests, photos, and other pieces ofcontent.

What are the elements of promotion strategy?

What is public relations in advertising and sales promotion?

What are the four main elements of promotion?

Is public relations part of sales promotion?