What are the four basic components of the retailer’s promotion mix and discuss how they are related to other retailer decisions?
Also known as the Four P's, the marketing mix elements are price, place, product, and promotion.
1. Product. The Product area is concerned with developing the right "product" for the target market. This offering may involve a physical good, a service, or a blend of both. Keep in mind that Product is not limited to "physical good". 2. Place. Place is concerned with all the decisions involved in getting the "right" product to the target market's Place. A product isn't much good to a customer if it isn't available when and where it's wanted. A product reaches customers through a channel of distribution. (A channel of distribution is any series of firms - or individuals - from producer to final user or consumer.) 3. Promotion. The third P - is concerned with telling the target market about the "right" product. Promotion includes personal selling, mass selling, and sales promotion. It is the marketing manager's job to blend these methods. 4. Price. In addition to developing the right Product, Place, and Promotion, marketing managers must also decid