The Marketing Mix

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The marketing mix is an essential component of every marketing strategy. The marketing mix is comprised of four distinct parts that include product, placement, pricing, and promotion. Regardless of what is going to be marketed, it is fundamental that a marketer know their product inside and out before any of the other three parts of the marketing mix can be utilized. The four Ps, as the four parts of the marketing mix are often referred as, can be used to demonstrate how Amazon's Kindle Fire has been marketed. The first P of the marketing mix is product. Colbert et al (2001) contend that "the product is the centerpiece of any enterprise" (p. 20). In essence, the product is any good or service that is going to be performed, sold, or used by a consumer. In the case of Amazon's Kindle Fire, the tablet and all of its components are the product that is going to be sold to the consumer. The second P of the marketing mix is pricing. The price of a product is usually a monetary value that has been assigned to a particular product. "Price also includes the effort a consumer must expend in the act of buying the product. Thus, there is always a price to pay for a product, even when it is free" (Colbert et al, 2001, p. 20). Determining the price of a product is always tricky as the marketer must take into consideration how much a consumer is willing to spend on a particular product. The Kindle Fire can be considered to be one of the most affordable tablets on the market. The Kindle

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