Marketing Mix – Literature Review and Company Example

Diploma in Sales & Marketing - 66th Intake Module DSM 101-Marketing Principals
Marketing Mix – Literature Review and Company Example

Lecturer: Thomas Lim Team Members:Christopher Mark Charlton (team leader) Gary Chow Hock Meng Andrew Peter O Lai Wohlstand Cheah Rong Jin
We declare this report is XXXXX words in length

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Table of contents Introduction to the Marketing Mix 4P's ~

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Marketing Mix 4P's Place Literary Review Company Example of Marketing Mix 4P's Place – Ritchie Bros. Auctioneers

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Marketing Mix 4P's Product Literary Review Company Example of Marketing Mix 4P's Product – Qian Hu Corporation

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Marketing Mix 4P's Pricing Literary Review Company Example of Marketing Mix 4P's Pricing – Qian Hu

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Marketing Mix 4P's Promotion Literary Review Company Example of Marketing Mix 4P's Promotion – Comat Training Services Pte Ltd

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References

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Introduction to the Marketing Mix 4P's. The 4P's are the 4 marketing components that make up the Marketing Mix for the sale of goods. The four components are Place, Product, Promotion and Price. Marketers develop strategies for each of these components to facilitate mutually satisfying exchanges with a target market. (Lamb et al, 2009). Each or all of the components are variable and may be fine tuned, depending on external and internal influences, to achieve the best blend that will produce the desired result for the companies offering. This report describes a literary review of each of the four components and an example of how each is implemented in a real world scenario.

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Marketing Mix 4P's Place Literary Review The “place” component of the marketing mix 4P's refers to the distribution channel through which products are marketed and sold. In the view of Lodish et al. (2001) distribution encompasses all the activities that need to be performed so that the product's offering bundle is transfered productively from seller to customer who will buy and benefit

References: Borden, N H, Baker M J 2001, Marketing critical perspectives on business and management Hakansson, H, Harrison, D, Waluszewski, A 2004, Rethinking marketing: developing a new understanding of markets, John Wiley & Sons Ltd, Chichester England. Holden K, 1994, The strategy and tactics of pricing: a guide to profitable decision making Hussey, D 1998, Marketing plans from strategic management: from theory to implementation,4th edn, Kotler, P 1991, Marketing management: analysis, planning, implementation and control, Prentice Hall, Englewood Cliffs USA. Kotler. P & Bes. T.D 2003 Lateral marketing: new techniques for finding breakthrough ideas, John Wiley & Sons, Inc., Hoboken, New Jersey. Kotler P., Adam S., Brown L., Armstrong G., 2006, Principles of marketing, Pearson Education Australia, 3rd Edition Lamb, C W, Hair Jr., J F, McDaniel, C 2009, Essentials of marketing, 6th edn, Cengage Learning, Mason USA. Lodish, L M, Morgan, H L, Kallianpur, A 2001, Entrepreneurial marketing: lessons from Wharton 's pioneering MBA course, John Wiley & Sons, Inc., New York USA. Pigden, J & Foley, J 1999 Marketing: The foundation of successful business, Guild of Master Craftsman Publications Ltd, East Sussex England. Rodengen, J L 2001, The legend of Ritchie Bros. Auctioneers, Write Stuff Enterprises, Inc. Fort Lauderdale USA. Westwood, J 2002 The marketing plan, Kogan Page Limited, London UK. http://www.investorwords.com/3897/promotion.html- viewed 11 August 2009 http://www.rbauction.com/index.jsp – viewed 12 August 2009 http://www.rbauction.com/buying-benefits.jsp – viewed 12 August 2009 http://www.wordiq.com/definition/Advertising – viewed 17 August 2009 25