Exercise C. page 97.

1. What is "the marketing mix"?

The marketing mix consists of the 4 P's providing to the costumer with the rigth product at the rigth price, presented in the most attractive way promotionand available in the easiest way place.

2.What is 'a product'?

A product is not just an assembled set of components: it is something customers buy to satisfy a need they felt they have. The image and the designaf the product are as important as its specification.

3.What is the 'price'?

The product must be priced so that it competes effectively with rival products in the same market.

4. What is 'promotion'?

The product is presented to the costumers through advertising (e.g. TV commercuals, radio spots, newspaper advertisements, posters), packaging (e.g. design, labels, materials), publicity, P.R. (public relations) and personal selling.

5. What is 'place'?

Your product must be avilable to costumers trough the most cost-effective channels of distribution. A cosumer product must be offred to end-ussers in suitable retail outlets, or available on hire purchase or by mail order.

6. What is meant by 'S.W.O.T.'?

A firm must be aware of its strengths, and weaknesses and the opportunities and threats it faces in the market place.