Episode Synopsis "The Marketing mix and the scope of Marketing"

Stephen reviews the concept of the marketing mix, taking each of the 4Ps (product, price, place and promotion) in turn. He uses a wide range of examples to put them into context, including MFI, Ferrari, Natwest, Primark and Prada! (Brassington and Pettitt: pp.28-32 and pp.34-38)

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More episodes of the podcast Principles of Marketing; and Essentials of Marketing by Frances Brassington and Stephen Pettitt - podcasts

• What is marketing?
• What Marketing means
• Relationship marketing
• Marketing myths
• Business orientations and emergent orientations
• The external and internal environment
• The Marketing mix and the scope of Marketing
• The External Environment
• Socio-cultural Environment
• Technological Environment
• Economic Environment
• Political Environment
• The Decision Making Process
• Types of Problem Solving
• Influences on Decisions - Psychological
• Influences on Decisions - Groups
• Reference Groups
• Family Groups and Conclusion