Marketing Mix: The Four P'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?

Price
Product

Promotion
Place

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

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ACTIVITY

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

Brand Name List Price Location

Advertising Surcharge

Design Quality
Press

Discounts Services

Product Price Place Promotion

Brand Name List Price Location Advertising

Design Surcharge Press

Quality Discounts

Services

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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!

Exciting atmosphere Merchandise Clear signposts

Programmes Seating Parking
Watching the concert Heating & Lighting Tickets
First Aid Refreshments
Advice from staff

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 Beverages, Seating, Music, Security, Valet
Decorations, Tickets. Parking, First Aid.

Bowling Alley Bowling Shoes, Bowling Lane Rental, Coaching,

Balls, Seating, Pins, Entertainment, Party.
Monitors.

Themepark Tickets, Merchandise, Entertainment,

Maps, Parking passes, Customer service,
Ride Photos, Seating. Security, First Aid, Lost
and Found, Special
Events.

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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?

Goods includes: Tickets, Parking, Souvenirs, Seats etc.

Services includes: Security, Advertising, Customer Service, Entertainment etc.

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

Asics, New Balance, Airbnb, Trivago, VRBO,

Easton, Patagonia, Delta Air Lines, British
Gatorade, MusclePharm, Airways, Thomas Cook,
NBC Sports, ESPN, Globus etc.
Lululemon etc.

Fast Food Cinemas

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 Burger King, KFC, Subway, Regal Cinemas, Vue
Taco Bell, Tim Hortons, Cinemas, Cineplex, Marcus
Freshii etc. Theatres etc.

Would you buy Nike or

………Adidas………………..?

Would you buy Levis or

…GAP………………………?

Explain your answers!

While choosing either Levi's or Gap and Nike or Adidas, one has to consider emotional
connections with the brand, quality of the product, design, and brand identification. On
these regards, Adidas and Gap appear to focus more on comfort and style respectively
whereas Nike and Levi's on durability and innovation respectively. Consumer
preferences are also influenced by perceived value and brand loyalty.

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!

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Activity

Choose a leisure and tourism company. Make a display on the product and
service features and brand names of your given company.

Company Name: Touristik Union International

Products of the Company: a) Hotels and Resorts
b) Cruise
c) Fleet
Services of Company: a) Travel Insurance
b) Community Support
c) Travel Advising
Brand Name: TUI

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?

1) Travel Packages
2) Cruise ships
3) Travel Insurance
4) Event Tickets
5) Spa Services
6) Vacation Rentals
7) Entertainment Events

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PRODUCT LIFE CYCLE

The product life cycle shows the different stages

in the life of a product and the sales that can be
expected at each stage

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.

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When at decline all is not lost. Products can be rejuvenated and relaunched.
Think of Madonna!

Think of and write on a relaunched product that you know.

The Nokia 3310, launched originally in 2000, was refreshed by

HMD Global in a way that makes the device really modern: a 2.4-
inch colour display, a 2 MP camera, and amazing battery life in
2017. It offers a raft of features, including 2G connectivity, MP3
player, FM radio, and the Snake game that appeals to users as a
reliable and nostalgic backup phone.

Produced by Angela Forsey, Dewsbury College

Question 1:
The use of television advertising is an example of what part of the marketing
mix?

Promotion

Question 2:
A restaurant is offering ‘two meals for the price of one’, 5.00-7.00 pm, Monday to
Friday. What type of marketing activity is this?

Sales Promotion
Question 3:

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

Sales Promotion

Question 4:
A sports centre offers reduced prices for daytime use of its facilities. Which
target mark are they aiming to attract with this promotion

Sports

Question 5:
What is the term commonly used for direct mail?

Direct Marketing

Question 6:
List four products and services you would find in a cinema?
1.Popcorn
2.Beverages
3.Movie Tickets
4.Merchandise

Question 7:
What is off-peak pricing? Give an example from the leisure and tourism industry.
Low-season pricing in the tourism and leisure industries refers to a concept
whereby prices are charged at a lower level during low seasons to attract more
customers. For instance, most amusement parks lower admission prices during the
week or in times like winter when the rate of visits is usually low. This strategy helps in
managing volumes of visitors and maintaining revenues during off-peak seasons; also, it
enables the optimal use of capacity throughout the year.

Question 8:

What is meant by the life cycle of a product? Give one example showing the full
span of the product life cycle.
The "product life cycle" is termed for the phases that a product goes through from
launch to decline. As already mentioned, these phases are introduction—when it is

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launched—growth, when sales falter; maturity—when sales are stable; and, the last one,
decline, where sales are reduced. For example, the iPhone was first released in 2007. It
rapidly penetrated the market and grew, then matured with updates and new versions
before beginning to fall off with more advanced models coming out integrating new
technology.

I = Interest

C O N T E N T S H O W N
I N W A Y S I N
W H I C H T O
E N C O U R A G E
P O T E N T I A L
C U S T O M E R S T O
K E E P R E A D I N G ,

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 L I S T E N I N G A N D
L O O K I N G : S H A R P
, S H O R T , S N A P P Y
, H U M O R O U S
S L O G A N S , F U N
E L E M E N T .
What does ‘INTEREST’ mean?. Use the following words to complete the
above sentence. The first letter of each word has been in included.
content to humorous shown reading
keep slogans in listening fun
ways in and element which
to looking encourage snappy customers
short potential sharp

Promotional Techniques and Materials

Promotional techniques are the activities that organizations use to promote

themselves.

Promotional materials are the actual things that organizations produce to

promote themselves.

Sort the following statements into a list of techniques and a list of materials.

Advertising Brochures Point of Sale Items Displays

Direct Marketing Public Relations Advertisements

Leaflets Personal Selling Posters Videos

Press Releases Sponsorship Internet Sites

Demonstrations Sales Promotion Discount Vouchers

Merchandising Materials

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 Techniques Materials
Advertising Brochures

Sales Promotion Point of sale items

Direct Marketing Leaflets

Public Relations Posters

Advertisements Videos

Personal Selling Merchandising Materials

Press Release Displays

Sponsorship Discount Vouchers

Internet Sites

Demonstrations

The following are descriptions of either promotional techniques or promotional

materials. Match them up to the correct one.

Description Technique Material

Yes/No Yes/No
Information sent to customers homes No Yes

Space paid for in newspapers and other media Yes No

Free stories that appear in the media No Yes

Representatives provide information to customers No Yes

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 Show organizations off at trade fairs Yes No

Famous brands/personalities used to get the Yes No

organisation’s image Known

Offer discounts to encourage customers to No Yes

buy

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