1. Chapter 10
Jordan May

2. Marketing Mix
• The blending of 4 marketing elements-
product, distribution, price, and promotion

3. Marketing Mix, apple
• Apple usually introduces a new iPod around
Christmas
• They distribute many iPods to each location
• They lower the price of old iPods and raise the
price of new ones
• They have commercials for each iPod

4. Target Market
• Chevy Volt: people who are buying cars and
are energy efficient
• Generic Products: people who don’t have a
lot of money
• Sailboat Vacation: people who have a lot of
money

5. Decision Making process
1. Recognize a need
2. Gather information
3. Select and evaluate alternatives
4. Make a purchase decision
5. Determine the effectiveness of the decision

6. Decision making process, house
• Need: my house is too small for my growing
family
• My house needs to be in a certain price range
because that is what I can pay
• There are many houses but I think that the
one that has enough space and is cheap
enough for me to buy
• I bought the cheapest good sized house
• I chose the right house

7. Buying motives
• Emotional: buying because someone else is
buying it or everyone else has one
• Rational: the most economical buy for your
family and yourself

8. Rational vs. emotional buying
• Rational
– Buying a generic brand mp3 player because it is
cheaper
– Buying the more economical car even though its
not as cool
• Emotional
– Buying an IPod instead of another brand because
they are more popular
– Buying the coolest car because everyone will like it