2. Read the text and find the answers to the following questions.

1. Where does the term the marketing mix come from?

2. What is the marketing mix?

3. What does the term product in the marketing mix mean?

4. What does the term price in the marketing mix mean?

5. What does the term promotion in the marketing mix mean?

6. What does the term place in the marketing mix mean?

7. What are the additional four Ps?

8. Why is this model called producer-oriented?

3. A marketing manager is talking about the marketing mix for a brand of cleaning products. Choose the correct words from the brackets to complete the text, and then match each paragraph with one of the Ps.

1. Our (staff/ reputation/ competitors) are highly motivated. We really believe in our brand. For example, our (consumers/ employees/ customers) are always trying to improve what we do.

2. Our (tools/ range/ support) includes detergent, toilet cleaner and sponges.

3. We use a lot of (advertising/ presence/ promotional), usually in women’s magazines.

4. You can find the brand in supermarkets and local shops. The (tangible/ accessibility/ process) of our (staff/ mix/ outlets) is important. We need to be in a lot of (locations/ supports/ distributions) so that we are easy to find.

5. We are more (accessibility/ reputation/ expensive) than our (competitors/ staff/ sales) but we offer good credit terms and we sometimes run special (deals/ processes/ support).

4. Provide definitions of the following terms. Use the terms to complete the text.

advertising mix price products promotional

Marie Curie Cancer Care is reviewing its marketing strategy in an attempt to attract a wider audience. It will stop using (1) ….. techniques, such as mailings and events.

Television (2) ….. and face-to-face marketing are both being tested in a bid to

supplement the charity's typical over-60s donor base with younger supporters. If tests prove successful, they will become part of Marie Curie's marketing (3) ….. .

In addition, Marie Curie Cancer Care is expanding its online shop. Stylish handbags at a (4) ….. of £10 are attractive to younger customers. Marie Curie Cancer Care says it is responding to customers' needs and wants by selling elegant fashionwear(5) ….. .

5. Do the following terms refer to product, price, place, promotion, or people? Put the words in the correct columns.

accessibility	customers	discounts	location	sales force
branding	delivery	distribution	quality	special deals
competitors	direct marketing	launch	reputation	support

Product	Price	Place	Promotion	People

____________________

Text b the marketing mix. The four cs, as and os.

The consumer-oriented model.

The four Cs classification was proposed by Robert F. Lauterborn in 1993. It is a more consumer-oriented version of the four Ps that attempts to better fit the movement from mass marketing to niche marketing:

The product part of the Four Ps model is replaced by consumer or consumer models, shifting the focus to satisfying the consumer.

Product is replaced by Customer: The marketers have to study consumer wants and needs and then attract consumers one by one with something each one wants.It is to create a custom solution rather than pigeon-holing a customer into a product.

Pricing is replaced by cost, reflecting the reality of the total cost of ownership. Many factors affect cost, including the customers cost to change or implement the new product or service and the customers cost for not selecting a competitors capability. But pricing is not limited to all these factors. The marketer has to realize that price - measured in dollars - is one part of the cost to satisfy. If you sell hamburgers, for example, you have to consider the cost of driving to your restaurant, the cost of conscience of eating meat, etc.

Place is replaced by the convenience function. With the rise of the Internet and hybrid models of purchasing, place is no longer relevant. Convenience takes into account the ease to buy a product, find a product, find information about a product, and several other considerations. Marketers have to know how each subset of the market prefers to buy - on the Internet, from a catalogue, on the phone, using credit cards, etc.

Promotions feature is replaced by communication. Communication represents a broader focus than simply promotions. Communication can include advertising, public relations, personal selling, viral advertising, and any form of communication between the firm and the consumer. Be creative and you can make any advertising "interactive".

Later some new ways of thinking about marketing were supplemented - 4As and 4Os. The Ps, Cs, As and Os can be combined when looking at the marketing mix.

4Ps	4Cs	4As	40s
Product	Customer needs What does the customer need to solve a problem? For example, people don't have time to cook - we offer the solution of frozen dinners. The company must identify customer needs so that products that meet these needs can be developed	Acceptability How acceptable is the product, and do people approve of the product? Is it socially acceptable, fashionable and attractive? Does the product respect the laws of the country - is it legally acceptable?	Objects What do you sell? How is it manufactured, or made? Is it a high quality (or excellent) product, or is it bottom end?
Price	Cost to user Does the customer perceive the cost of the product as fair, or is it too expensive?	Affordability Does the customer have enough money to buy the product - can he / she afford the product?	Objectives Revenue objectives concern the income you want to generate. Price objectives concern the price you want to sell at.
Place	Convenience How convenient is it to find your product? Is it easy, or does the customer have to make an effort?	Accessibility Is the product easy to access? Is the product accessible for people with disabilities?	Organization How should you organize the sale and distribution of your product? Which distribution methods will work best?
Promotion	Communication How should you communicate with your customers?	Awareness How many people know about, or are aware of, the product? Is awareness high?	Operations Which kind of promotional operations, such as direct mail, will work best for the product?

AIDA

AIDA is an acronym which represents the steps a marketer takes in order to persuade customers to buy a product or service.

Attention	Marketing must first attract the customers' attention to the product. Customers become aware of a product and know it is available.
Interest	Then, marketing must create an interest in the product. Customers will develop an interest in the product.
Desire	Next, marketing must develop a desire to own or have the product so that customers actively want the product.
Action	Finally, marketing must prompt action to purchase, so that customers take steps to buy the product - for example, by going to the shop or ordering it online.