- 6 Marks
Title: BMIS – L1 – QC5 – Marketing mix
Question
A marketing mix consists of four elements: product, price, place and promotion.
Required
Which of these four elements is each of the following?
| Company | Action |
|---|---|
| (a) Manufacturer and supplier of PCs | Providing free Nexus software with every PC supplied |
| (b) Car manufacturer | Displaying a new model of sports car at a motor show/exhibition |
| (c) A company that installs domestic gas boilers | Offering to take the customer’s old boiler in part-exchange for a new boiler |
| (d) Television company | Offering downloads of TV programmes to customers’ home computer via the internet |
Answer
(a) Product The software is an additional feature of the item that is offered to customers. It is a part of the product.
(b) Promotion Trade exhibitions are an example of promotions.
(c) Price Offering to ‘trade’ an old gas boiler in part-exchange for a new one is a way of reducing the selling price and is therefore an element of price. (It could also be argued that offering to take away and dispose of the old boiler is a part of the product).
(d) Place Downloading TV programmes through the internet is the channel of distribution for delivering the product to the customer.
- Tags: Marketing mix, Place, Price, Product, Promotion, Strategic marketing
- Level: Level 1
- Topic: R&D and marketing strategies
- Uploader: Samuel Duah