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Marketring Mix

Marketing mix Paper
MKT 421: Marketing

While there has been articles written suggesting that the idea of the marketing mix is in need of updating, it still stands as the heart and soul of most marketing plans. "Often called the 4Ps, representing Product, Price, Place and Promotion, the marketing mix represents the decisions and tactics that need to be implemented to ensure products or services are successful. Deliberation is given to each element, with managers creating products and services that meet the needs of target customers, setting prices that are perceived as fair, designing distribution channels to deliver products or services, and ensuring promotions are in place so consumers hear everything about the other three Ps" (Lichti, P1, 2003). While each element is important, the question remains, "Is my marketing mix effective?" This paper will explain the 4P's of marketing and how each one of the four elements of the marketing mix impacts the development of Ben and Jerry's ice cream marketing strategy and tactics.

Product
A Product is a package of benefits as perceived by the customer the key is that the benefits must be perceived by the consumer, not the product developer or promoter. This definition is the acid test as to whether we have a good product or service to sell. You may be a brilliant technologist and you may understand this technology and develop this really exciting product, take Ben and Jerry's ice cream for example Ben & Jerry's Homemade, Inc." is a leading manufacturer of super premium ice cream and frozen yogurt in unique and regular flavors. The Company also manufactures ice cream and novelty products, including Peace Pops. The Company uses natural ingredients in its products and believes that its gourmet-quality, "down home", made in Vermont image is a key element of its marketing strategy (Ben and Jerry, 2006). However, if the consumer doesn't see a need for the benefit offered by their product, then the consumer will not buy...