11. Define & briefly describe the 4 components of marketing mix. Select 2 & critically discuss the relevant strategies that are available to international business managers for effective mk

Question 1

States the 4 component of the marketing Mix + states the strategy name

Answer 1

Product - Product Attributes

Price- Pricing Strategy

Place - Distribution Strategy

Promotion - Communication Strategies

Question 2

Distrubition Strategy as a revelvant strategy

Answer 2

For Place (Distribution Strategies)

Describe further on Place

First Think of which channel distribution

Dependent on:
- Type of product eg Techny = straight from a wholesaler

• Branding eg Gucci are sold in exclusive outlets

Businesses can take advantage of this
Website = must be efficient and honest

Question 3

Communication Strategy

Answer 3

Describe further on promotion (To inform, to persuade)

Push Strategy: Push the product to the customer (Encourages personnel selling)

Pull Strategy: Pull the customers to the product (Encourages mass media advertising) To attract