THE+MARKETING+MIX

What is the basic marketing mix?
The marketing mix is one of the most famous marketing terms. The marketing mix is part of a total marketing plan. The marketing mix is also called the 4Ps. These are price, place, product and promotion.

The concept is simple. Think about another common mix – a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!

It is the same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.

Another way to think about the marketing mix is to use the image of an artist’s palette. The marketer mixes the prime colors (mix elements) in different quantities to deliver a particular final color. Every hand painted picture is original in some way, as is every marketing mix. Let’s look at the elements of the marketing mix in more detail. Click on the links to go to the lesson on each element.

//Price is the amount the consumer must exchange to receive the offering .//
The company’s goal in terms of price is really to reduce costs through improving manufacturing and efficiency, and most importantly the marketer needs to increase the perceived value of the benefits of its products and services to the buyer or consumer.

__Place__
> //Place includes company activities that make the product available to target consumers.// > Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer.

__Product__
> //Product means the goods-and-services combination the company offers to the target market.// > For many a product is simply the tangible, physical item that we buy or sell. You can also think of the product as intangible i.e. a service

__Promotion__
> //Promotion includes all of the activities marketers undertake to inform consumers about their products and to encourage potential customers to buy these products.// > Promotion includes all of the tools available to the marketer for marketing communication. As with Neil H. Borden’s marketing mix, marketing communications has its own promotions mix. Whilst there is no absolute agreement on the specific content of a marketing communications mix, there are many promotions elements that are often included such as sales, advertising, sales promotion, public relations, direct marketing, online communications and personal selling.

After obtaining financing for the development of Apple II, the Apple Computer Company was formed in 1970.As the growth of home computer use grew, Apple grew with it. In 1980 the company issued its initial public offering of investment stock. Apple next introduced the MacIntosh Computer in 1983 during the Super Bowl. The computers desktop publishing features provided the foundation for future innovations that have become standard for the company. Today Apple, Inc has more than 33,000 employees and revenues exceeding 42 million dollars.

Product

 * Portable Computers – including Mac products such as Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve
 * Servers – including Xserve, Xsan, MacOS X Ser, MobleMe.
 * Accessories – including MagicMouse, Keyboard, Led Cinema Display.
 * Wi-fi Based Stations – including Airport Express, Airport Extreme, Time Capsule.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Developer – including Developer Connection, Mac Program, iPhone Program.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">iPod – including iPod Shuffle, iPod Nano, ipod Classic.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">iPhone – including iPhone3GS, iPhone3G, iPad.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">iTunes – including movies, TV shows, audio books, games.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Periphal products – including Printers, Storage devices, digital videos and cameras.

= Apple Marketing Mix =

Introduction
Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. The Two collaborated in the development of the “Apple I in the early 1970s. The Apple I was a step ahead of most computers of the time featuring a use of aTV as a display system and a cassette interface for recording programs.

Price

 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple is a premium brand computer that does not attempt to compete on price. The company has reduced prices after some initial product launches. It uses skimming and preimuim pricing strategies.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The AppleiPad is priced at a minimum of $499.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple iPhone costs begin at $99.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple iPod Classic is priced starting at $249.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple iPod Nano costs $149.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple Mac Book costs $999.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple MacBook Pro is priced at $1199.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple Quicktime Pro for Windows costs $29.99
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apples iPad pricing strategy includes the flexibility to lower the prices if consumer response dictates such action. This would be consistent with a similar $200 price cut on the iPhone in 2007.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">In 2009 Apple announced a reduced cost pricing structure for iTunes – songs will cost 69 cents, 99 cents or $1.29. He said the “vast majority” of the songs will cost 69 cents. Changes are said to be a response to a slower pace of music downloads.

Place

 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple, Inc Headquarters are located at is located at 1 Infinite Loop, Cupertino, California.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple Consultants Network includes independent professional service providers and technology consulting firms that specialize in Apple and third-party solutions. Certified on Apple technologies, these providers deliver on-site technology services and support to home users and businesses of all sizes.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple service providers are certified technicians, who complete regular Apple training and assessments, and offer repair services, and exclusive access to genuine Apple parts.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">They are located in Asia/Pacific, Africa, the Middle East Europe and Latin America.
 * <span style="font-family: inherit; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple has over 200 retail stores worldwide including the US, UK and Canada. Apple recently opened a new retail store in Shanghai China.

Promotion

 * <span style="background-color: #ffffff; color: #333333; font-family: 'Helvetica Neue',Helvetica,Arial,serif; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple, Inc offers special discounts on refurbished MacIntosh computers, iPod Nanos, and the 8GB iPod Touch. In each case a 1 year warranty is included on the all products.
 * <span style="background-color: #ffffff; color: #333333; font-family: 'Helvetica Neue',Helvetica,Arial,serif; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple, Inc authorized Training Centers are located throughout the U.S. each provides instruction in Mac systems, Mac OS X, and Apple’s professional applications. A wide range of certification exams and courses offer innovative learning opportunities for IT and creative professionals, educators, and service technicians—delivered exclusively by Apple Certified Trainers.
 * <span style="background-color: #ffffff; color: #333333; font-family: 'Helvetica Neue',Helvetica,Arial,serif; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The Apple Consultants Network website provides a search tool allowing visitors to locate nearby certified Mac product consultants in the U.S, Canada, and a number of international locations.
 * <span style="background-color: #ffffff; color: #333333; font-family: 'Helvetica Neue',Helvetica,Arial,serif; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The online Apple Store offers free shipping for orders over $50.
 * <span style="background-color: #ffffff; color: #333333; font-family: 'Helvetica Neue',Helvetica,Arial,serif; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">The online Apple store offers iTunes gift cards.
 * <span style="background-color: #ffffff; color: #333333; font-family: 'Helvetica Neue',Helvetica,Arial,serif; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple provides a $100 rebate when you purchase a Mac or specific printers from the online store.
 * <span style="background-color: #ffffff; color: #333333; font-family: 'Helvetica Neue',Helvetica,Arial,serif; font-family: inherit; font-size: 15px; vertical-align: baseline; vertical-align: baseline;">Apple has packaged back-to-school offers, including some aimed at college students.