A marketing mix is the elements of a businesss marketing that are designed to meet the needs of its customers. The elements are product, price, promotion, and place. In this case, correct use of these elements might help Biome Lifestyle to gain a

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Business and Management                

2/11/2012

Question 1 – Part A – P. 76

In order to market its products effectively a business must consider its marketing mix, which refers to the of a business’s marketing that are designed to meet the needs of its customers. The elements that are included here are called the ‘Ps’: product, price, promotion, and place. In this case, the article showed the elements of the marketing mix used by Biome Lifestyle.

The product is anything that can be exchanged and is able to satisfy customers’ needs. It involves a number of features such as the use, appearance, unique selling point, costs, between others. In this case, Biomass Lifestyle is an online shopping site that offers eco-friendly and ethically-sourced products for the home. It is mentioned that the business places emphasis in their products which are carefully chosen for how they look and for being made from recycled materials.

The price of the product is related to the market in which the business is aiming to sell. In this case, Alexandra Bramham, which is the owner of Biome Lifestyle, tries to keep control of the costs by outsourcing elements such as design and web development. Also, it is mentioned that the business’s products are not always at low prices and include handmade recycled products, such as a recycled teddy bear for £32. It can be infer that some of the products are not at low prices because of the production costs, which influence the pricing.

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The promotion is the attempt to draw attention to a product or business in order to gain new customers or to retain existing ones. In this case, it is mentioned that Bramham, the owner of the business said “When we first started I was a bit naive and thought people would flock to it. I quickly found that you have to develop ways of reaching public”. So, one of those ways she used to achieve promotion was the online advertising. Another way she used recently was to launch wedding list services for the eco-conscious couple.

 The place refers to the ...

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