Marketing Mix: Wal-Mart

Paper Summary:

The paper discusses the four basic components of marketing efforts, product, place, price and promotion, in relation to Wal-Mart. The paper explains that although the customer is not included, the customer is the center of the marketing mix profile. The paper further explains how the four P's must be connected to the marketing plan.

Outline:
The Four P's
Product
Placement
Price
Promotion
Marketing Mix and the Market Plan

From the Paper:

"The marketing mix revolves around the customer and their desires and/or needs. Although the customer is not included in the marketing mix, the customer is the center of the marketing mix profile -- "The customer should be the target of all marketing efforts" (Perreault & McCarthy, 2005, p.38). The marketing mix is a piece of the whole picture constructing the marketing plan. Once the decision has been made that a new product or service is wanted or needed, the organization has to determine the target market: Who will use the product? What makes them use or buy the product? How do they expect to obtain the product? What price will they pay to have the product?"

Sample of Sources Used:

• Kinnear, T.C., & Bernhardt, K.L. (1990). Principles of marketing (3rd ed.). Glenview, Illinois: Scott, Foresman/Little, Brown.
• Kotler, P., & Keller, K. (2006). Marketing Management (12th ed.) [University of Phoenix Custom Edition e-text]. Upper Saddle River: New Jersey.
• Retrieved from: https://mycampus.phoenix.edu/secure/resource/resource.asp
• Perreault, W.D., & McCarthy, E. J. (2005). Basic Marketing (15th ed). [University of Phoenix Custom Edition e-text]. New York: McGraw-Hill/Irwin.
• Retrieved from: https://mycampus.phoenix.edu/secure/resource/resource.asp

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