Marketing Mix Articles & Resources

What is Marketing Communications?


Marketing Communications For Marketers, you must understand the importance of effective internal and external communications in building sustainable relationships and delivering customer value. Recognise the importance of communications planning in delivering marketing solutions, and of how product and brand management can enable organisations to deliver customer value. There are different components of the [.....]



Growth and Importance of Services Sales of services in both consumer and organisational markets are expanding. At home and overseas services are also being exported; in fact they are the fastest growing part of international trade. Why? Freedom. Freeing up personal time and freeing up business overheads. Consumers want services that free up their leisure [.....]

Packaging Design


Packaging design is seen by Customers as part of the product they buy. Good packaging design can create competitive advantage… through lower costs; more attractive packs; more convenient packs; more protective packs and more environmentally friendly packs. Ideally packs should communicate, protect and offer convenience to the user, buyer, transporter and distributor. The designer achieves [.....]

Distribution Channels


What is meant by Distribution Channels in marketing? Buying a computer in the post, petrol at a supermarket, mortgages over the phone and phones themselves from vending machines are just some innovations in distribution which create competitive advantage as customers are offered newer, faster, cheaper, safer and easier ways of buying products and services. [.....]

Product Life Cycle


One of the most common concepts referred to in marketing is the product life cycle. Whether it is candles, Political, economic, social and technological changes affect product life cycles. The time frame can vary according to the industry but the pattern remains the same: slow sales growth, rapid sales growth, mature sales, and falling sales, [.....]

New Product Development


Most new products fail. The risk of failure can be reduced by establishing a sound NPD process or new product development process. Although there are variations, the basic process includes the following distinct stages: ideas are generated, screened, evaluated in more detail, developed, tested and finally launched. Ideas come from everywhere. Whether from sophisticated social, [.....]



Tomorrow morning you are going to wake up, breakfast, and leave the house. On the way to the bus-stop or the station you will buy a newspaper. Which one? The prices are different. How much will you pay? Prices vary according to situations. Different prices reflect what different customers are prepared, and able, to pay. [.....]



Although, 'product', in marketing terms, can mean goods and services, we are going to concentrate on goods. In a pure marketing sense, products themselves have no value. But their benefits do. Customers buy benefits. Although products are made in factories, what customers buy are the benefits. Cars are bought not because they are cars but [.....]

Marketing Mix


It is a framework which helps to structure the approach to each market. The mix is a bundle of variables which are offered to the customer. These include the product or service itself (its advantages); its availability (the place where and when it is available, delivered or distributed); its image (the way it is [.....]

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