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marketing mix

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Introduction

The Marketing Mix A Market is the coming together of buyers and sellers exchanging their goods for money. For innocent the buyers would be the customers and the sellers would be the workers at the shops or supermarkets. In innocents case the goods would be mainly refreshments like smoothies, but also others such as veg pots, thickies etc. Marketing is where companies try to maximise their sales and profits by satisfying the consumers' needs and wants and turning them into profit. The marketing mix is also known as the 4 P's. These are: Product Price Place Promotion. Product Market segmentation Market segmentation can be split up in many ways, for example Age and Sex, Geographical area and Occupation and Income. Here is an example of this; Classification Who is included A Higher Management, administrative and professional B Middle management, administrative or professional C1 Supervisory or clerical, junior management C2 /skilled manual workers D Semi-skilled and Unskilled manual workers E State pensioners, students, casual workers, Unemployment For supermarkets the market segmentation is the way in which the market is split up into smaller markets where the customers have the same needs. ...read more.

Middle

(The owner of the business should decide on the price however if it is too high it will not be sold and if it is too low the business will not make enough profit to cover the expenses of making the product. A price should be decided so that all of the product will be sold as well as leaving the business with a profit.) There are many different ways to decide a price; one is to use a rival businesses price as a starting point. Another is to ask customers how much they would be willing to pay for the particular product and depending on the type of business one-off pricing could be used. Innocent use a range of pricing strategies such as psychological pricing depending on the product this is because �1.99 sounds less than �2 which would make customers think its cheap or good value. Promotion Promotion is what a business needs to do to show existing and potential customers its new product. ...read more.

Conclusion

Merchandising Merchandising is where a company sells small products that are not its main business to promote itself. For example at a concert the place it is being held would sell t-shirts, badges, key rings, posters etc. Place I would expect to find innocent smoothies at stalls, coffee shops, supermarkets and certain shops. This is because when I researched this I found out that the products sold were at stalls, coffee shops and supermarkets. I also would expect the company to be a standalone one but no. I would not expect to innocents products to be everywhere, just places where they think that it would sell i.e. shopping centres. Also from the questionnaires this is the most favourite choice I think that Coventry does not have enough places to sell these products as it is not as high profile as other. More profit can be made if there are more people around where the product itself is sold; there are not as many people in Coventry as there are in other parts of the country where more profit could be made. ?? ?? ?? ?? ...read more.

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Response to the question

The author starts the piece with a good definition of a market, this sets the tone for the overall quality of the essay. Following on from the well defined term the rest of the opening paragraph is relatively poor, this ...

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Response to the question

The author starts the piece with a good definition of a market, this sets the tone for the overall quality of the essay. Following on from the well defined term the rest of the opening paragraph is relatively poor, this is because the author starts answering the question without introducing the essay content. This forces the assessor to reread the paragraph to gain an understanding on what the author means. The written content in the 'Product' section is lacking quality and is briefly explained. I would have used the supplied table to help with answering the question and the suitable inclusion of key terms would have picked up extra marks.

Level of analysis

In the essay the author frequently describes the subtopics but rarely advances from this, expansion of the subtopic is needed to gain extra marks. The author has also confused the employers with the employees. This is basic knowledge so mistakes shouldn't occur, the sellers in a market are not the shop floor employees but the firm itself. However the author has used good knowledge to analyse the process of price setting for the firm, this is done by referring to 'price makers' and 'price takers' which is A Level standard work. The inclusive of the authors thoughts at the end of the 'Price' and 'Place' sections show good evaluation skills and they are relevant to the said sections. I would have referenced more examples and expanded on the 'Merchandising' section to gain extra marks.

Quality of writing

The essay is adequately written, however mistakes are made which make the essay hard to read in places. The sentences when read separately are well written however when placed together they don't always read well, this causes the need for the paragraph to be reread. The author does make spelling and grammatical errors but these are of rare frequency, overall the spelling and grammar is of a good standard.


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