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)

The Marketing mix and the scope of Marketing

Principles of Marketing; and Essentials of Marketing podcasts have been recorded by Stephen Humphrey . These podcasts accompany the textbooks Principles of Marketing; and Essentials of Marketing by Frances Brassington and Stephen Pettitt, which are published by Pearson Education.

Education

Training

Language Courses

Higher Education

K-12

Educational Technology

This podcast will centre on consumer buying behaviour in terms of both processes through which the buyer passes in deciding whether to purchase or not and which product to choose and some of the factors that influence decisions.
(Brassington and Pettitt, Principles of Marketing 4/e: pp.133-7)
(Brassington and Pettitt, Essentials of Marketing 2/e: pp.90-4)

Family Groups and Conclusion

This podcast will centre on consumer buying behaviour in terms of both processes through which the buyer passes in deciding whether to purchase or not and which product to choose and some of the factors that influence decisions.
(Brassington and Pettitt, Principles of Marketing 4/e: pp.131-3)
(Brassington and Pettitt, Essentials of Marketing 2/e: pp.89-90)

Reference Groups

This podcast will centre on consumer buying behaviour in terms of both processes through which the buyer passes in deciding whether to purchase or not and which product to choose and some of the factors that influence decisions.
(Brassington and Pettitt, Principles of Marketing 4/e: pp.125-31)
(Brassington and Pettitt, Essentials of Marketing 2/e: pp.86-9)

Influences on Decisions - Groups

This podcast will centre on consumer buying behaviour in terms of both processes through which the buyer passes in deciding whether to purchase or not and which product to choose and some of the factors that influence decisions.
(Brassington and Pettitt, Principles of Marketing 4/e: pp.117-25)
(Brassington and Pettitt, Essentials of Marketing 2/e: pp.79-86)

Influences on Decisions - Psychological

This podcast will centre on consumer buying behaviour in terms of both processes through which the buyer passes in deciding whether to purchase or not and which product to choose and some of the factors that influence decisions.
(Brassington and Pettitt, Principles of Marketing 4/e: pp.112-5)
(Brassington and Pettitt, Essentials of Marketing 2/e: pp.76-8)

The Marketing mix and the scope of Marketing

Download our free app to listen on your phone