ENTERPRISE MARKETING NOTES: t.
me/CommerceNotes2025
Marketing Mix
The marketing mix consists of four key elements, commonly known as the 4Ps:
Price
Place
Product
Promotion
Product Mix
Branding, Labelling, and Packaging
Branding is the name, sign, or symbol given to a product by an enterprise to differentiate it
from competitors.
Brand refers to a name, sign, symbol, or a combination of these elements used to represent a
product or company.
Three Components of a Brand:
1. Brand Name – Can be vocalized (e.g., Nike, Apple).
2. Brand Mark – A visible but non-utterable symbol (e.g., Apple logo).
3. Trademark – Legal protection from use by competitors.
Qualities of a Good Brand:
Easy to say and remember
Pleasing and not offensive
Complies with legal regulations
Supports advertising, packaging, and labeling
Eye-catching and engaging
Types of Brand Names:
Individual
Family/Umbrella
Corporate
Alphanumeric Names
Logo and Tagline
A logo is a graphical representation of a company’s identity.
A tagline is a short, impactful message that communicates the company’s goal,
mission, or vision.
o Can be a question, statement, or exclamation.
Packaging and Labeling
Packaging involves designing and producing containers or wrappers for a product.
Labeling provides essential information about the product, such as ingredients, usage,
and compliance details.
Intellectual Property Rights
Exclusive rights to intangible assets, i.e., creations of the mind.
Types of Intellectual Property Rights:
Patent – Protects inventions and products.
Copyright – Protects artistic works.
Industrial Design – Covers the visual (non-utilitarian) aspects of a product.
Trademark – Protects brand identity and distinguishing signs.
Price
The value assigned to a product.
Pricing Strategies
1. Cost-Plus Pricing
o Advantages:
Simple and easy to calculate
Uses internal cost data
o Disadvantages:
Overestimates costs
Ignores future demand
Not ideal for competitive markets
2. Penetration Pricing (Low initial price to attract customers)
o Advantages:
Quick market adoption
Increases goodwill
Discourages competition
o Disadvantages:
Creates long-term low-price expectations
Low profit margins
3. Skimming Pricing (High initial price, targeting early adopters)
o Advantages:
Recovers R&D costs quickly
Appeals to quality-conscious consumers
o Disadvantages:
Can fail if competitors undercut the price
Customers may wait for price reductions
4. Variable Pricing (Different prices for different customers)
o Used in large-quantity purchases (e.g., real estate, bulk orders).
Place (Distribution Strategy)
The point where the sale is made and the strategy used to make purchasing easier for
customers.
Channels of Distribution
Three main flows in a distribution channel:
1. Downward Flow – Goods move from producer to customers.
2. Upward Flow – Cash moves from customers to producers.
3. Both Directions – Flow of marketing information.
Considerations for Product Distribution:
Unit of Value – Expensive products require shorter channels.
Standardization vs. Customization – Standardized products use long channels;
customized ones use short channels.
Perishability & Technicality – Direct channels for perishable and highly technical
products.
Market-Related Factors:
o Number of buyers
o Types of buyers (general vs. industrial)
o Buying habits and quantity
o Market size
Manufacturer-Related Factors:
o Strong reputation allows for fewer middlemen
o Financial strength influences distribution choices
Government Regulations:
o Licenses and legal considerations affect distribution.
Other Factors:
o Cost, availability, and sales potential.
Promotion Strategy
Promotion involves spreading awareness about a product or service.
Types of Promotion
1. Above-the-Line (ATL) – Mass media advertising (TV, radio, print).
2. Below-the-Line (BTL) – Direct marketing (events, sponsorships, in-store
promotions).
3. Through-the-Line (TTL) – Combination of ATL and BTL.
Promotional Mix
1. Advertising
o Must consider aim, target audience, media, and competitors.
o Effective advertising follows AIDA:
Attention
Interest
Desire
Action
2. Sales Promotion
o Short-term activities that boost sales temporarily (discounts, coupons, flash
sales).
3. Personal Selling
o Requires persuasion, service-oriented approach, and informative
communication.
4. Public Relations (PR)
o Focuses on maintaining goodwill and reputation with media and the public.
This document provides an organized summary of key marketing concepts, making it a useful
reference for understanding the Marketing Mix, Product Mix, Pricing Strategies, Distribution,
and Promotion.
Marketing Mix
The marketing mix consists of four key elements, commonly known as the 4Ps:
Price
Place
Product
Promotion
Product Mix
Branding, Labeling, and Packaging
Branding is the name, sign, or symbol given to a product by an enterprise to differentiate it
from competitors.
Brand refers to a name, sign, symbol, or a combination of these elements used to represent a
product or company.
Three Components of a Brand:
1. Brand Name – Can be vocalized (e.g., Nike, Apple).
2. Brand Mark – A visible but non-utterable symbol (e.g., Apple logo).
3. Trademark – Legal protection from use by competitors.
Qualities of a Good Brand:
Easy to say and remember
Pleasing and not offensive
Complies with legal regulations
Supports advertising, packaging, and labeling
Eye-catching and engaging
Types of Brand Names:
Individual
Family/Umbrella
Corporate
Alphanumeric Names
Logo and Tagline
A logo is a graphical representation of a company’s identity.
A tagline is a short, impactful message that communicates the company’s goal,
mission, or vision.
o Can be a question, statement, or exclamation.
Packaging and Labelling
Packaging involves designing and producing containers or wrappers for a product.
Labelling provides essential information about the product, such as ingredients,
usage, and compliance details.
Intellectual Property Rights
Exclusive rights to intangible assets, i.e., creations of the mind.
Types of Intellectual Property Rights:
Patent – Protects inventions and products.
Copyright – Protects artistic works.
Industrial Design – Covers the visual (non-utilitarian) aspects of a product.
Trademark – Protects brand identity and distinguishing signs.
Price
The value assigned to a product.
Pricing Strategies
1. Cost-Plus Pricing
o Advantages:
Simple and easy to calculate
Uses internal cost data
o Disadvantages:
Overestimates costs
Ignores future demand
Not ideal for competitive markets
2. Penetration Pricing (Low initial price to attract customers)
o Advantages:
Quick market adoption
Increases goodwill
Discourages competition
o Disadvantages:
Creates long-term low-price expectations
Low profit margins
3. Skimming Pricing (High initial price, targeting early adopters)
o Advantages:
Recovers R&D costs quickly
Appeals to quality-conscious consumers
o Disadvantages:
Can fail if competitors undercut the price
Customers may wait for price reductions
4. Variable Pricing (Different prices for different customers)
o Used in large-quantity purchases (e.g., real estate, bulk orders).
Place (Distribution Strategy)
The point where the sale is made and the strategy used to make purchasing easier for
customers.
Channels of Distribution
Three main flows in a distribution channel:
1. Downward Flow – Goods move from producer to customers.
2. Upward Flow – Cash moves from customers to producers.
3. Both Directions – Flow of marketing information.
Considerations for Product Distribution:
Unit of Value – Expensive products require shorter channels.
Standardization vs. Customization – Standardized products use long channels;
customized ones use short channels.
Perishability & Technicality – Direct channels for perishable and highly technical
products.
Market-Related Factors:
o Number of buyers
o Types of buyers (general vs. industrial)
o Buying habits and quantity
o Market size
Manufacturer-Related Factors:
o Strong reputation allows for fewer middlemen
o Financial strength influences distribution choices
Government Regulations:
o Licenses and legal considerations affect distribution.
Other Factors:
o Cost, availability, and sales potential.
Promotion Strategy
Promotion involves spreading awareness about a product or service.
Types of Promotion
1. Above-the-Line (ATL) – Mass media advertising (TV, radio, print).
2. Below-the-Line (BTL) – Direct marketing (events, sponsorships, in-store
promotions).
3. Through-the-Line (TTL) – Combination of ATL and BTL.
Promotional Mix
1. Advertising
o Must consider aim, target audience, media, and competitors.
o Effective advertising follows AIDA:
Attention
Interest
Desire
Action
2. Sales Promotion
o Short-term activities that boost sales temporarily (discounts, coupons, flash
sales).
3. Personal Selling
o Requires persuasion, service-oriented approach, and informative
communication.
4. Public Relations (PR)
o Focuses on maintaining goodwill and reputation with media and the public.
This document provides an organized summary of key marketing concepts, making it a useful
reference for understanding the Marketing Mix, Product Mix, Pricing Strategies, Distribution,
and Promotion.
