The Marketing Mix - the Five Ps.

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According to palmer (2004; 576), “the marketing mix refers to the choices available to a company or organization regarding the promotion or marketing of its product or services. Usually this process involves considerations regarding where the marketing will take place, the product or service, the customers, and the best way to carry out the promotion as a whole.” The marketing mix is not based on any theory, but on the need for marketing managers to breakdown their decision making into a number of identifiable and actionable headings. The familiar 4ps marketing mix, firmly based on the needs of the manufactured goods sector has given us the four familiar 4ps of product, price, promotion and place. These 4ps have been found to be too limited in their application to services, however the 4ps have been expanded to the 7ps to address the different nature of business.


Product offering lies at the heart of an organization’s marketing program is usually the starting point in creating or marketing mix. Product is everything, both favorable and unfavorable that a person receives in an exchange. Dynamates Public Relations consultancy is a new company which will be offering services to other companies. This company should provide services that satisfy the needs and wants of the target market. The importance of a high quality product and services that delivers value to the extended end user is critical because it will help the consultancy to compete against it rivals. The consultancy should differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to its target market. The management must be strategic in their choice of areas of focus; it should not be a jack of all trades.

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Promotion is all about communication. It is the way in a business makes its products known to the customers, both current and potential. It is used to attract targeted customers and increase sales of a business. The consultancy needs to understand the basics of promotion and how it plays a part in marketing. Promotion is very important for business because it helps target group find out about what the company has to offer. Promotion deals with advertising public relations and anything else that has to do with dealing with the public. Without promotion, the general public would not know ...

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