The term marketing mix is used to describe the all the options available to the marketing manager in order to market a particular good or service. It is often referred to as the 4Pís(i.e Product, Place, Promotion, and Place)
The Product Variable: This aspect of the marketing mix deals with researching consumersí product wants and designing a product with the desired characteristics. This is a very important element of the
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Case Study: Haagan-Dazs Ice-Cream
In 1989 this product was launched in Europe with the objective of building the biggest ice-cream brand in the world and the company responsible for this launch was Grand Met. The ice-cream market had been dominated by only a handful of big companies but the competition was intense for the greatest market share and Grand Met new that they needed an excellent marketing strategy if their company was to be successful.