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Marketing Mix: The Four P’s
The Marketing Mix is one way at looking at an organisation’s marketing activities.
It is like a snap shot of what the company is doing at this time.
The Marketing Mix is made up of 4 parts, which are known as the 4 P’s.
When we looked at the definition of marketing these 4 P’s came up as 4 key words.
Can you remember what they were?
P
P
P
P
Although each of these factors are important individually, it is the way in which they
are mixed which is crucial to an organisation’s success.
For example a company might have some excellent products on offer but the price
might be too high or the promotion is all wrong and customers don’t know about it.
A company needs to ensure that it has a strong marketing mix, this means that the
company will;
Provide a product that the customer wants
Make sure that the customer can buy the product
Charges a price that the customer will want to pay
Promotes it effectively so that the customer knows about it
1
ACTIVITY
The following words are all to do with the marketing mix. See if you can put them
in the right P.
Brand Name
List Price
Advertising
Design
Press
Price
Place
Surcharge
Quality
Discounts
Product
Location
Services
Promotion
2
Activity
Many leisure and tourism products are a combination of both goods and services.
Here are some of the things that you may expect to be provided at a pop concert
Which ones are goods and which ones are services? Circle the goods and
underline the services!
Exciting atmosphere
Merchandise
Programmes
Watching the concert
Clear signposts
Seating
Heating & Lighting
First Aid
Parking
Tickets
Refreshments
Advice from staff
If we look at one of the most famous companies McDonalds it can be said that
food and drink are the goods and the services are a place to eat and children’s
parties.
Complete the table below listing the goods and services you would expect to find
in the listed facilities. You can work in small groups.
Facility
Nightclub
Goods
Services
Bowling Alley
Themepark
3
When you look at the Product P you need to look at a number of factors
Product and service features
The Brand Name
After sales service
Product Life Cycle
PRODUCT & SERVICE FEATURES
When we look at this part of product we need to break down everything that the
organization offers its customers. For example the main product of a football
stadium is the game itself, however the others goods and services that are also on
offer must be mentioned.
Can you name some?
THE BRAND NAME
The brand name is the name given to a particular company to distinguish it from
other similar companies.
Brand names make companies stand out. There are some very important brand
names in leisure and tourism. What brand names come into your head when you
think of the following types of companies?
Sport
Holidays
4
Fast Food
Cinemas
Would you buy Nike or
………………………..?
Would you buy Levis or
……………………………?
Explain your answers!
5
Logos
Many organizations combine their brand names with logos that make
the company instantly recognisable. A logo is a symbol that helps
identify an organisation. The most famous logo of all is for McDonalds,
The Golden Arches are well known all over the words and they symbolise
the fast food chain.
Can you think of a logo for a company that you use? Draw it!
Activity
Choose a leisure and tourism company. Make a display on the product and service
features and brand names of your given company.
6
AFTER SALES SERVICE
It is important to remember that when a customer buys a leisure and tourism
product the buying experience does not end there. Many customers require
additional after sales service.
Can you think of some leisure and tourism products that you might buy when the
after sales service is important?
7
PRODUCT LIFE CYCLE
The product life cycle shows the
different stages in the life of a product
and the sales that can be expected at
each stage
Some products and services may be very popular and sell well for a while.
Eventually, however, they will lose their popularity and sales will start to fall.
Think of Robbie Williams, when he first launched himself as a sole artist his first
two releases did not do so well, then he releases a number of hits now his
popularity and record sales are not as high.
The Product Life Cycle can best be shown as a graph.
8
When at decline all is not lost. Products can be rejuvenated and relaunched.
Think of Madonna!
Think of and write on a relaunched product that you know.
Produced by Angela Forsey, Dewsbury College
Question 1:
The use of television advertising is an example of what part of the marketing
mix?
Question 2:
A restaurant is offering ‘two meals for the price of one’, 5.00-7.00 pm, Monday to
Friday. What type of marketing activity is this?
Question 3:
A city hotel uses its customer database to send out a leaflet promoting weekend
breaks. What type of promotional technique is this?
Question 4:
A sports centre offers reduced prices for daytime use of its facilities. Which
target mark are they aiming to attract with this promotion
9
Question 5:
What is the term commonly used for direct mail?
Question 6:
List four products and services you would find in a cinema?
1.
2.
3.
4.
Question 7:
What is off-peak pricing? Give an example from the leisure and tourism industry.
Question 8:
What is meant by the life cycle of a product? Give one example showing the full
span of the product life cycle.
10
I = Interest
C
I
W
E
P
C
K
L
L
,
,
S
E
S
I
W
T
T
R
,
A
S
H
,
:
S
S
,
.
F
What does ‘INTEREST’ mean?. Use the following words to
complete the above sentence. The first letter of each word
has been in included.
content
to
humorous
shown
reading
keep
slogans
in
listening fun
ways
in
and
element
which
to
looking
encourage
snappy
customers
short
potential sharp
Promotional Techniques and Materials
Promotional techniques are the activities that organizations use to promote
themselves.
Promotional materials are the actual things that organizations produce to
promote themselves.
11
Sort the following statements into a list of techniques and a list of materials.
Advertising
Brochures
Direct Marketing
Leaflets
Point of Sale Items
Public Relations
Personal Selling
Advertisements
Posters
Press Releases
Sponsorship
Demonstrations
Sales Promotion
Displays
Videos
Internet Sites
Discount Vouchers
Merchandising Materials
Techniques
Materials
12
The following are descriptions of either promotional techniques or promotional
materials. Match them up to the correct one.
Description
Technique
Yes/No
Material
Yes/No
Information sent to customers homes
Space paid for in newspapers and other media
Free stories that appear in the media
Representatives provide information to customers
Show organizations off at trade fairs
Famous brands/personalities used to get the
organisation’s image Known
Offer discounts to encourage customers to
buy
13
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