The document discusses the key elements that make up the marketing mix for a company's product. It focuses on Ford Escape as an example. The marketing mix consists of the 4Ps - Product, Price, Place, and Promotion. It describes each P in detail as it relates to how Ford markets the Escape, including the product features, pricing strategy, distribution channels, and promotional activities.
2. The marketing mix is defined by the use of a
marketing tool that combines a number of
components in order to become harden and solidify a
product’s brand and to help in selling the product or
service. Product based companies have to come up
with strategies to sell their products, and coming up
with a marketing mix is one of them.
3.
4. IPEPRODUCT MEAN GOODS AND SERVICE
COMBINATION THE COMPANY OFFER TO
THE TARGET MARKET .THUS ,A FORD
ESCAPE CONSISTS OF NUTS AND
BOLTS,SPARK
PLUGE,PISTONE,HEADLIGHT,AND
THOUSAND OF OTHERS PARTS.FORD
OFFERS SEVERAL ESCAPE MODELS AND
DOZENS OF OPTICAL FEATURES. THE CAR
COMES FULLY SRVICED AND WITH A
COMPARCHENSIVE WARRENTY THET IS AS
MUCH A PART OF THE PRODUCT AS THE
TAILP
6. PRICE IS THE AMOUNT OF MONEY
CUSTOMERS MUST PAY TO OBTAIN THE
PRODUCT .FORD CALULATES SUGGESTSED
RATAI PRICE THAT ITS DEALERS MIGHT
CHARGE FOR EACH ESCAPE .BUT FORD
DEALERS RARELY CHANGE THE FULL
STICKER PRICE.INSEED ,THEY NEGOTIATE
THE PRICE WITH EACH CUSTOMER OFFERING
DISCOUNTS,TRADE IN ALLOWANCES, AMD
CREDIT TERMS.
THESE ACTION ADJUST PRICE FOR THE
CURRENY COMPETITIVE AND ECONOMIC
SITUATION AND BRING THEM INTO LINE
WITH THE BUYERS PERCEPTION OF THE CARS
VALU
7.
8. IT INCLUDES COMPANY ACTIVITIES THET
MAKES THE PRODUCT AVAILABLE TO
TARGET CONSUMER .FORD PARTNER WITH
A LARGE BODY OF INDEPENDENTIY
OWNED DEALERSHIP THET SELL THE
COMPANY MANY DIFFERENT MODEL.FORD
SELET ITS DEALERS CAREFULLY AND
STRONGLY SUPPORT THEM.THE DEALERS
KEEP AN INVENTORY OF FORD
AUTOMOBILE,DEMOSTRATE THEM TO
PONTENTIAL BUYER, NEGOTIATE PRICE,
CLOSE SALES,AND SERVICE THE CARS
AFTER THE SALES
9.
10. IT MEANS ACTIVITIES THAT
COMMUNICATE THE MERITS OF THE
PRODUCT AND PERSUDE TARGET
CUSTOMERS TO BUY IT .FORD SPENDS
MORE THAT $1.5 BILLION EACH YEAR ON
U.S.ADVERTISING TO TELL CONSUMERS
ABOUT THE COMPANY AND ITS MAY
PRODUCT.
DELARSHIP SALEPEOPLE ASSISTS
POTENTIAL BUYERS AND PERSUADE THEM
THAT FORD IS THAT FORD IS THE BEST
CARE FOR THEM.
FORD AND ITS DEALERS OFFERS SPECIAL
PROMOTIONS SALES,CAST REBATES,AND
LOW FINANCING RATES AS ADDED
11.
12. People, in the marketing mix, refers to anyone
directly or indirectly involved in the business
side of the enterprise. That means anyone
involved in selling a product or service,
designing it, marketing, managing teams,
representing customers, recruiting and
training.
13.
14. Process refers to the processes involved in
delivering your products and services to the
customer. It is also about being 'easy to do
business with'. Having good process in place
ensures that you: repeatedly deliver the same
standard of service to your customers. save
time and money by increasing efficiency
15.
16. Physical evidence refers to everything your
customers see when interacting with your
business. This includes: the physical
environment where you provide the product or
service. the layout or interior design. your
packaging.
