Unit 2 · 10 lessons
The Marketing Mix
The four Ps in depth: what a business sells, how it brands the offer, how it sets the price, where customers can buy it, and how it tells them about it.
- 103 practice questions
- 94 flashcards
- 2 interactive lessons
Lessons
- 1Products: Goods, Services, Events and the Product Life CycleA product is anything offered to satisfy a customer's need — a good, a service, or an event — and every product moves through a life cycle that changes how it should be marketed.9 questions
- 2New Product Development, Product Mix and PackagingNew products move through a staged process that kills weak ideas early and cheaply; once launched, they join a product mix, and their packaging, labels and warranties must protect, sell and obey Canadian law.11 questions
- 3BrandingA brand is the name, symbol and promise that make one product recognizable and trusted over another — and a strong brand lets a business charge more and keep customers longer.8 questions
- 4Pricing: Strategies, Markup, Margin and Break-EvenPrice is the only part of the marketing mix that brings money in, so businesses set it with clear objectives, a strategy that fits the product, and the numbers that show whether it covers costs.Interactive11 questions
- 5Place: Distribution Channels and LogisticsPlace covers every step that gets a product from the business that makes it to the customer who wants it: the channel, how many outlets carry it, and the logistics that physically move it.9 questions
- 6Retailing and WholesalingRetailers sell to final consumers and win them with the right format, location and store atmosphere, while wholesalers buy in bulk and supply retailers; each adds a markup that builds the shelf price.11 questions
- 7Promotion: The Promotional MixPromotion is how a business informs, persuades and reminds its target market. Choosing the right mix of tools, and measuring whether they worked, is what turns a campaign from a guess into a plan.11 questions
- 8Advertising: Media Selection and the Creative MessageAn ad works only if the right people see it often enough and the message makes them act, so advertisers plan media with reach, frequency and GRPs and plan the message with a creative brief, an appeal and strong copy.11 questions
- 9Personal Selling, Sales Promotion and Public RelationsSalespeople move customers through a step-by-step selling process, sales promotions give consumers and channel partners a short-term reason to act, and public relations earns trust, especially when a crisis hits.11 questions
- 10Event Marketing, Sponsorship and Experiential MarketingEvents are planned from clear objectives through budget, ticketing break-even and risk control, and they are often funded by sponsors who pay for tiered benefits and then activate them with hands-on brand experiences.Interactive11 questions