Please enable JavaScript.
Coggle requires JavaScript to display documents.
Block 1 Session 6: Formulating an offering – The marketing mix, product…
Block 1 Session 6: Formulating an offering – The marketing mix, product and place
-
-
-
-
-
Session 6 considers the concept of the marketing mix: ‘the set of tactical marketing tools that the firm blends to produce the response it wants in the target market’ (Kotler and Armstrong, 2016, p. 78).
-
-
-
-
-
Summary: From our discussion of the first two elements of the marketing mix, product and place, you will appreciate the importance of considering consumers needs for successful design of these both. Our look at the role of value delivery networks also emphasised that there is a role of collaboration as well as competition in achieving marketing objectives.
Session summary
The marketing mix is a key set of tools that marketers use to tailor their organisations’ offerings for targeting to their chosen customer segments. In this session we have looked at the elements of product and place. In the next session we will consider the remaining elements of the marketing mix and how these are extended for services and amended for non-profit contexts.