Module A - Step 3

Question 1

What is the Third step of the Marketing Process?

Answer 1

Constructing a marketing programme which delivers superior value.

Question 2

What is an integrated marketing programme?

Answer 2

A plan that delivers the intended value to the customers of a target market.

It is implemented by applying the marketing mix.

Question 3

What is the Marketing Mix?

Answer 3

The set of tools used to implement a marketing strategy.

Tangible goods - 4 tools (4p’s)

Intangible goods - 7 tools (7p’s)

Question 4

Mention the 4P’s and use examples for each. (Plus the extra 3p’s)

Answer 4

Price - List price, discounts

Place - Logistics, distribution

Product - Brand, packaging, services

Promotion - Advertising, sales promotion

3 p’s: people, physical evidence, process

Question 5

What happens when the Marketing Mix is implemented successfully, and the 4p’s
(or 7p’s) work together?

Answer 5

An Integrated Marking Program is achieved.