Marketting Mix Flashcards
(34 cards)
What is marketing?
Marketing means understanding and communicating with customers so effectively that they want to buy from you.
What are the 4Ps of the marketing mix?
Product, Price, Promotion, Place.
What is the marketing mix?
A combination of factors used by a business to persuade customers to buy.
What does the ‘Product’ in the marketing mix refer to?
A product or service designed to meet a specific market need after market research.
What makes Apple’s iPhone stand out as a product?
It is designed to be the best and most technologically advanced, fitting into modern lifestyles and
How is Lindor chocolate positioned in the market?
As a luxury product for special occasions.
Why is price an important factor in the marketing mix?
All consumers expect value for money; price affects sales volume and brand image.
What is a ‘price premium’?
Charging more than competitors due to brand strength, e.g., Nike or Mercedes.
When can low prices damage brand image?
When selling products like baby food or perfume, which consumers associate with quality.
What does ‘Promotion’ include in the marketing mix?
Long-term brand building (TV ads) and short-term sales tactics (e.g., buy one get one free).
Why is TV advertising still important for brands like Lindor?
It effectively communicates product uniqueness and creates desire.
What is meant by ‘Place’ in the marketing mix?
How and where the product is distributed so customers can access it easily.
How does Coca-Cola exemplify effective placement?
It aims to be “an arm’s length from desire” through extensive distribution.
Why won’t Chanel sell perfumes through discount retailers?
To protect its luxury brand image.
How did Apple adjust its mix in response to falling sales in 2016?
Quietly reduced prices via deals with networks like Vodafone.
What caused a shift in Kellogg’s distribution strategy?
Changing consumer habits from cereals to cereal bars.
How has technology like Pokémon Go impacted the marketing mix?
It led small businesses to spend more on digital promotions like buying Pokémon lures.
How has commuting affected bike shop placement?
Shifted from suburbs to city centers.
What product did Branston launch to match travel trends?
Sweet Chilli Pickle for UK tourists going to Asia.
How did demand for ‘free-from’ foods affect pricing?
Allowed suppliers to raise prices despite general food price drops.
What was Twinings’ strategy for launching Everyday Tea?
Combine a familiar taste with a premium image and heavy TV/radio promotion.
What promotional tool did Twinings use in their advertising?
Actor Stephen Fry to enhance brand image.
How was Twinings’ tea distributed?
Through supermarkets, grocers, restaurants, and hotels.
What year did Twinings overtake Tetley in tea sales?
2011
