Marketing Mix: The Four P$\text{'}$s

The Marketing Mix is one way at looking at an organisation's marketing activities. It is like a snap shot of what the company is doing at this time.

The Marketing Mix is made up of $4$ parts, which are known as the $4$ P$$s$.$

When we looked at the definition of marketing these $4$ P$$s came up as $4$ key words. Can you remember what they were?

Although each of these factors are important individually, it is the way in which they are mixed which is crucial to an organisation$$s success.

For example a company might have some excellent products on offer but the price might be too high or the promotion is all wrong and customers don$$t know about it$.$

A company needs to ensure that it has a strong marketing mix, this means that the company will;

$$ Provide a product that the customer wants

$$ Make sure that the customer can buy the product

$$ Charges a price that the customer will want to pay

$$ Promotes it effectively so that the customer knows about it

ACTIVITY

The following words are all to do with the marketing mix. See if you can put them in the right P$.$

Product Price Place Promotion

Activity

Many leisure and tourism products are a combination of both goods and services. Here are some of the things that you may expect to be provided at a pop concert

Which ones are goods and which ones are services? Circle the goods and underline the services!

If we look at one of the most famous companies McDonalds it can be said that food and drink are the goods and the services are a place to eat and children$$s parties.

Complete the table below listing the goods and services you would expect to find in the listed facilities. You can work in small groups.

Facility Goods Services

Nightclub

Bowling Alley

Themepark

When you look at the Product P you need to look at a number of factors

$$ Product and service features

$$ The Brand Name

$$ After sales service

$$ Product Life Cycle

PRODUCT & SERVICE FEATURES

When we look at this part of product we need to break down everything that the organization offers its customers. For example the main product of a football stadium is the game itself, however the others goods and services that are also on offer must be mentioned.

Can you name some?

THE BRAND NAME

The brand name is the name given to a particular company to distinguish it from other similar companies.

Brand names make companies stand out. There are some very important brand names in leisure and tourism. What brand names come into your head when you think of the following types of companies?

Sport

Holidays

Fast Food

Cinemas

Logos

Many organizations combine their brand names with logos that make

the company instantly recognisable. A logo is a symbol that helps

identify an organisation. The most famous logo of all is for McDonalds,

The Golden Arches are well known all over the words and they symbolise

the fast food chain.

Can you think of a logo for a company that you use? Draw it$!$

Activity

Working in your allocated groups, you will be allocated a leisure and tourism company. Work together to make a display on the product and service features and brand names of your given company.

AFTER SALES SERVICE

It is important to remember that when a customer buys a leisure and tourism product the buying experience does not end there. Many customers require additional after sales service.

Can you think of some leisure and tourism products that you might buy when the after sales service is important?

PRODUCT LIFE CYCLE

Some products and services may be very popular and sell well for a while. Eventually, however, they will lose their popularity and sales will start to fall.

Think of Robbie Williams, when he first launched himself as a sole artist his first two releases did not do so well, then he releases a number of hits now his popularity and record sales are not as high.

The Product Life Cycle can best be shown as a graph.

When at decline all is not lost. Products can be rejuvenated and relaunched.

Think of Madonna!

Produced by Angela Forsey, Dewsbury College

Question $1$:

The use of television advertising is an example of what part of the marketing mix?

Question $2$:

A restaurant is offering $$two meals for the price of one$,5\mathrm{.}00-7\mathrm{.}00$ pm$,$ Monday to Friday. What type of marketing activity is this?

Question $3$:

A city hotel uses its customer database to send out a leaflet promoting weekend breaks. What type of promotional technique is this?

Question $4$:

A sports centre offers reduced prices for daytime use of its facilities. Wh