The Marketing Mix

The Marketing Mix
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INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
(AC 1.1) An analysis of how the features and benefits of a product or service can be used in
the marketing mix........................................................................................................................4
(AC 1.2) A description of the use of the marketing mix at each stage of the Product Life
Cycle............................................................................................................................................5
(AC 3.1) An analysis of the role of direct and indirect distribution channels.............................7
(AC 3.2) An analysis of the use of intensive distribution, selective distribution and exclusive
distribution in the market.............................................................................................................7
(AC1 M1) An analysis of how a business can create lifetime value to the customer by using
the Customer Life Cycle..............................................................................................................7
(AC3 M1) An explanation of the advantages of using a direct marketing channel....................7
(AC1D1) An evaluation of the role of product in that organisation’s marketing mix................7
(AC3 D1) An evaluation of the role of place in that organisation’s marketing mix...................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing mix is defined as a set of actions and tactics that are being duly undertaken by
an organisation in order to promote their brand services or product in marketplace. It is a
marketing tool with the help of which country can pursue their marketing objectives in target
market. With the assistant of this model into organisational functioning entities can effectively
able to fulfil their marketing goals as well as objectives in a well-defined manner (Abuznaid,
2012). Marketing mainly involves different aspects product, place, price and promotion through
which companies can accomplish their marketing functions. By considering the entire entire
element into their promotion process organisation can effectively able to ensure high profitable
advantages. Present report has been conducted on a medium sized organisation hard graft tools.
Company engage in the process of manufacturing tools within an aim to sell their products in
retail sector. By eliminating role of retailers in this report formative discussion has been made on
benefit of services and products that can be used in marketing mix, utilisation of marketing mix
at every stage of product life cycle and role of direct as well as in direct and direct distribution
channel. In addition to this report include use of pricing along with aims of promotion in
marketing mix.
TASK 1
(AC 1.1) An analysis of how the features and benefits of a product or service can be used in the
marketing mix.
Within marketing mix the benefits as well as features of services and products are utilise to
offer right form of knowledge and information related to products in undertaking decisions in a
well-defined manner. In relation with Hard graft tools that mainly aim towards operating their
services in retail and online sector, it is essential for them to showcase benefits as well as
essential features of their services and products as this will aid entity to provide customers with
all necessary information and data related to services as well as benefits. This will allow
consumers to undertake their decision related to purchase (Chikweche and Fletcher, 2012). In
addition to this in order to promote services and products organisations are effectively required
to ensure that all the essential and necessary information are been provided to customer. In this
there are required to analyse competitors in order to ensure their competencies in marketplace.
Along with this it has been evaluated that for present organisation by showcasing benefits and
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