Marketing Mix and The 4 Ps

The 4 Ps Of Marketing Mix

The four p's of the marketing mix included the following: product, price, place and promotion. Each of these variables are controllable by the marketer. Product strategy is important as it relates to matching a consumer's decision to visit a retail clothing outlet with their need for a specific item of clothing; the shopper will be influenced by a variety of variable, including the location, image and personnel (Radder, 1996). Matching the consumer with the marketing strategy is a key component of success. Place strategy typically entails increasing competition within the retail market by locating in a successful area, and in an outlet or store that is the ...

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strategy involves "acquiring and assembling" well thought out and assorted varieties of products and merchandise to attract consumers and entice them into a retail store (Radder, 1996). The four p's as related to the following companies will be explored in greater detail below: Gap Inc., American Eagle Outfitters, Abercrombie and Fitch.

Place includes physical distribution of goods. Promotion includes "selling, advertising and promotion of goods, or basically communicating the value of a retail product to the consumer. A&E promotes throughout the United States. Goods are distributed throughout the United States in all 50 states and globally via e-commerce sites. Promotion is targeted toward young American, with a variety of young, colorful and "snappy" outerwear that would appeal to a youthful generation. Gap, like A&E, promotes throughout the U.S. in retail malls and outlet stores without discrimination. Their stores are located in areas where consumers looking ...

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their product selections include fashionable selections such as tanks and halters, "hoodies", blazers, jewelry, shoes and polo's (AE, 2004). There selection covers the entire gamut of items that might be desirable by young consumers.

There prices are very "average" appealing to young Americans who might not be able to afford "brand name" selections but who may be looking for designer like or fashionable merchandise.

Marketing managers have an obligation to provide a message to consumers that says "we always give you the best product and service value for your money" (Soares, 1991). Part of marketing success also is contingent upon a companies ability to deliver products that are ...

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Added: 6/16/2016 07:33:45 AM
Category: Business
Type: Premium Paper
Words: 1286
Pages: 5

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