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AAD 630, Unit 3: The Marketing Mix

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UK Arts Administration

on 25 October 2018

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Transcript of AAD 630, Unit 3: The Marketing Mix

The Marketing Mix
Unit 3:
1. Creating the Demand
2. Marketing Mix Process: The Original 4Ps
3. Mix Variation: The Revised 7Ps
4. The Future: The New 4Cs
VIEW: Marketing Mix
https://docs.google.com/file/d/0By-zvw8UYztfR3NSZW94QTAwaWM/edit?usp=sharing
Does the customer need it or want it?
What special features of the product exist?
Are competitors offering something similar?
READ: Will Podcasting Pay the Rent?
http://ezinearticles.com/?The-Marketing-Mix---Will-Podcasting-Pay-the-Rent?&id=178394
READ: The 8 Ps of Service Marketing
http://business-fundas.com/2011/the-8-ps-of-services-marketing/
READ: Monday Marketing: The Target Consumer
http://a-musedwriter.blogspot.com/2010/08/monday-marketing-part-3-target-customer.html
"creating the demand"
READ: Creating the Right Marketing Mix - Whiteboard Friday
https://moz.com/blog/creating-right-marketing-mix-whiteboard-friday
"The Concept of the Marketing Mix"
Neil
Borden
via E. Jerome Colliton and James McCarthy
4Ps
product
price
place
promotion
PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
CONSUMER
replaced "product"
COST
the price
&
the costs of ownership
COMMUNICATION
CONVENIENCE
Full transcript