Mkt 421 Marketing Mix

Marketing Mix

Marketing is getting the right product or service to the right people (target market), at the right time, at the right place, at the right price with the right communications and using the right promotion. As dynamic and ever changing as our world is, so must be the marketing strategy of an organization. In today's economy, it is imperative that an organization develop a marketing strategy and the correct marketing tactics in order to successfully profit from the products or services it has to offer. Numerous considerations must be taken into account at every level within the organization and within the market. Marketing management must strive to gain deeper understanding of all the functional areas and how those areas will meet the forces of the market that affect the organization. Within those functional areas are processes, procedures, policies, and operations. The unique mixture of these functional areas strategically put together in an effort to successfully market the product or service, given specific factors and certain resources and according to the goals of an organization is called the marketing mix. A marketing mix includes product pricing, planning, branding, distribution channels, advertising, promotions, personal selling, packaging display, servicing, physical handling, and fact finding and analysis, all categorized under four different groups which are called the 4 P's. The four P's are product, price, place, and promotion. A deeper look into each of the 4 P's in more detail will show how a company called Nickent Golf uses the 4 P's to achieve growth and success. (William D. Pereault, Cannon, & Carthy, 2011)

Background of Nickent Golf

In 2002, Nickent Golf, was a fairly small company that manufactured golf clubs of great quality yet similar in design to the golf clubs made by major brands such as Callaway, Taylor Made, Nike, Titleist, etc. With the help of Vice President of sales, Ian Zubkoff, a long time, well-known sales...