The Marketing Mix

Any change in the mix can change your sales & your result

Product Price Promotion Place

Packaging

Positioning

People

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 The Marketing Mix - Product

1. What do you sell? Describe it in terms of benefits &

outcomes

2. What does it achieve, avoid or preserve?

3. How does it change or improve the life or work of

your customer? Transform?

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 The Marketing Mix - Price

1. What does it cost?

2. How do you charge?

3. How does the customer pay?

4. Could there be a better way to charge or pay?

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 The Marketing Mix - Promotion

1. How do you reach your customers?

2. Marketing, advertising & public relations?

3. Sales, strategies & method?

4. What could you add, delete, improve, increase?

Advertising & Promotion

Creates an immediate response:

I want That’s for

How do you me!
that! do that?

Goal: To get customers to want to buy what you are selling

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 The Marketing Mix - Place

1. Where do you offer your products / services?

2. How could you change / improve the location of

your sales activities?

3. Where else could you sell your products / services?

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 The Marketing Mix - Packaging

1. How does your product / service look to your

customer?

2. What visual impression do you make?

3. How could you improve your appearance?

Packaging? • Offices? • Staff? • Sales materials?

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 The Marketing Mix - Positioning

1. How are you talked about or thought about by your

customers?

2. What words do you “own” in your customer’s mind?

3. How can you get your customers to think of you this

way?

4. What words would it be helpful for you to own?

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 The Marketing Mix - People

1. Customers are 100% emotional

2. How they feel determines their decisions

3. Every customer contact must be

warm, friendly & positive

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