Chapter 19
The Five P’s of Marketing
In This Chapter
• Understanding the marketing mix
• Using product, pricing, packaging, place, and promotion properly
• Thinking about product positioning
How do they do it? How do companies like Nike, Absolut, Disney, Toyota, Kraft, EverReady, McDonald’s, Coca-Cola, and American Express sell so much to so many people year in, year out? You might at first say, “They advertise like crazy.” But advertising is just one piece of the marketing mix, and a company has to get most of the pieces right.
The term marketing mix refers to the combination of elements that a company uses to market its product. It takes work to combine them to create the best marketing mix for a product. You have to gauge both the market (your ...
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