Marketing is about getting a product or service to the consumer and getting consumers to develop interest in the product or service. The marketing process starts with the marketing mix or the four PS of marketing. The four PS or marketing mix are the product, the price, promotion and place. Place refers to distribution. You have control over the marketing mix, because you can change or modify your product, price, promotion or place. You do not have control over the marketing environment such as sociopolitical, economic, technology, competition, political and regulatory environments. You can succeed in marketing your product, service or business organization if you can adapt or adjust to the marketing environment better than the competition. It is important to conduct a marketing research before embarking on a marketing campaign. There are different types and methods of conducting marketing research. A primary marketing research is conducted on a subject/S, this is when the subject is observed. The primary methods are through personal interviews,telephone surveys, written surveys, focus groups, observations and tracking.PAGE 171- 172.Secondary research is through indirect means. Secondary research information already exits through existing resources. Secondary research is used when you want to learn about the industry, competition or market. Secondary market research methods includes on-line searches,database, searches, industry associations, chambers of commerce and public agencies. Other methods are through review of books, and records, and computer web sites.PAGE 172-173. Market research helps in identifying potential customers, where you can reach them, what they want or need, their behavior and size of the market. Research should be conducted on customers, industry and the market. It is important to know your target market and their buying behavior.PAGE 179-180. It is also important to segment the market before focusing on the target market.Markets can be segmented on the basis of geography, demography, psychology and behavioral.PAGE 182. Products and markets go through product life cycle stages. These stages are introduction, growth, maturity and decline. PAGE 184. The next step in the marketing process is positioning.Positioning involves distinguishing your product or services from similar products and services in the market. It involves positioning your products or services in the minds of customers or potential customers by focusing on the benefits and your competitive advantage. A marketing plan is needed for a marketing program or campaign to be successful, just as a business plan is equally important in business. The plan starts with customer analysis, marketing vision, market segments industry research, analysis and trend. QUESTIONS: 1 Discuss marketing mix. 2 Discuss the marketing process. 3 Discuss product life cycle.

Marketing is about getting a product or service to the consumer and getting consumers to develop interest in the product or service. The marketing process starts with the marketing mix or the four PS of marketing. The four PS or marketing mix are the product, the price, promotion and place. Place refers to distribution. You have control over the marketing mix, because you can change or modify your product, price,promotion or place.You do not have control over the marketing environment such as sociopolitical, economic,technology,competition,political and regulatory environments. You can succeed in marketing your product, service or business organization if you can adapt or adjust to the marketing environment better than the competition.It is important to conduct a marketing research before embarking on a marketing campaign. There are different types and methods of conducting marketing research. A primary marketing research is conducted on a subject/S, this is when the subject is observed.The primary methods are through personal interviews, telephone surveys, written surveys, focus groups, observations and tracking.PAGE 171172. Secondary research is through indirect means. Secondary research information already exits through existing resources. Secondary research is used when you want to learn about the industry, competition or market.Secondary market research methods includes on-line searches, database,searches, industry associations, chambers of commerce and public agencies. Other methods are through review of books, and records, and computer web sites.PAGE 172-173. Market research helps in identifying potential customers, where you can reach them, what they want or need, their behavior and size of the market. Research should be conducted on customers, industry and the market.It is important to know your target market and their buying behavior.PAGE 179-180.It is also important to segment the market before focusing on the target market.Markets can be segmented on the basis of geography, demography,psychology and behavioral.PAGE 182. Products and markets go through product life cycle stages. These stages are introduction,growth, maturity and decline. PAGE184. The next step in the marketing process is positioning.Positioning involves distinguishing your product or services from similar products and services in the market. It involves positioning your products or services in the minds of customers or potential customers by focusing on the benefits and your competitive advantage.A marketing plan is needed for a marketing program or campaign to be successful, just as a business plan is equally important in business. The plan starts with customer analysis, marketing vision,market segments industry research, analysis and trend. QUESTIONS: 1 Discuss marketing mix