The Marketing Mix

“It’s not the customers’ job to know what they want"
- Steve Jobs

Overview
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This workshop takes professionals and managers, with little marketing knowledge through a detailed analysis of the Marketing Mix, i.e. the 4Ps (+3Ps bonus) and enables them to analyze the marketing mix of their own company.




Objectives & Benefits

Participants will be able to:

  • Gain a strong understanding of the fundamental components of the marketing mix (4Ps) and the related marketing issues
  • Obtain a basic grasp of the differences between product and service marketing
  • Gain insights into the additional 3Ps and relate them to the services differences
  • Relate any given product to its’ pricing strategy and company’s core competences
  • Understand and analyze the marketing mix of their own company’s products / services

Workshop Outline
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DURATION: 8 hours
Product

- Considerations
- Product Levels
- Product Types
- Product Life Cycle
- Services and Intangibles

Pricing

- Considerations
- Basic Entry Pricing Strategies
- Core Competences
- Alternative Pricing Models

Promotion

- Considerations
- Promotional Mix
- Marketing/ Customer Life Cycle
- AIDA
- Digital Marketing

Place

- Considerations
- Distribution Channels
- Distribution Concepts
- Distribution Steps

People
Physical Evidence (Proof)
Processes
The 4Cs (+4Cs extra)
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