6. MARKETING IS THE LIFE SUPPORT SYSTEM FOR YOUR BUSINESS

The Marketing Mix:
BY: Alfredo pacheco 
        Endira

The Marketing Mix consists of ‘the four Ps’: providing the customer with the right product at the right Price, presented in the most attractive way (Promotion) and available in the easiest way (Place).

 Product

 Price

 Promotion

 Place

Advertisments and Commercials:

Promoting a product involves developing a ‘USP’, the features and benefits which make it unlike any of the competing products.

There are four stages in promoting a product ‘AIDA’:

Attract the ATTENTION of potencial customers.

Arouse INTEREST in the product.

Create a DESIRE for its benefits.

 Encourage customers to take a prompt ACTION.

Promoting products and brands:

Promoting a product doesn’t only involve advertising, it involves considering it as a ‘Total Product’: its brand name, presentation, labelling and packaging are all part of the total product- as well as its instructions, reliability and after-sales service. A service is also a product and customers must be made aware of what is being offered.