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Chapter 2 Marketing Basics
One marketing mix usually does not
meet the needs of all customers. The key to
finding a successful marketing mix is
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target customers.
For example, perhaps you want a smart-
phone. You search the Internet for a sale on
smartphones and an ad pops up for a $199
smartphone on sale. You have saved $225 to
buy a phone, so this is good price for your
budget. You click on the ad, which takes you
to a website showing the phone at a store in
the nearby mall. When you go to the store, a
salesperson helps you find the right phone
and buy it. Can you identify the four Ps in
this marketing mix?
The phone is the product. The Internet ad
and store salesperson are the promotion. The price
is $199. The retail store is the place. Since, in this
example, you bought the phone, that phone’s
marketers developed the right marketing mix for
you. Notice that you, as the customer, are not part
of the marketing mix. The customer is the target
of the marketing mix. The marketing mix deci-
sions are made to satisfy the customer.
Figure 2-3 The
marketing mix consists
of all the decisions made
about each of the four Ps.
Kheng Guan Toh/Shutterstock.com
Green Marketing
Cause Marketing
Cause marketing is a type of marketing in which a profit and nonprofit organization
work together for a common mutual benefit. An example is a corporation that gives its
employees a day off to pick up trash for the city to create a cleaner environment. Cause
marketing is a great way to show the company’s social responsibility.