Marketing at Michigan Products Inc. Term Paper by Master Researcher

Marketing at Michigan Products Inc.
A look at the marketing issues of the Michigan Products company.
# 36509 | 1,650 words | 6 sources | MLA | 2002 | US
Published on Oct 09, 2003 in Business (Companies) , Business (Marketing)

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This paper identifies the marketing practices of brick and mortar organizations and focuses on MPI, an educational product supplier. The paper provides an overview of the four elements of the marketing mix and discusses how these elements are interrelated. The paper then looks at the Michigan Products, Inc. company, otherwise known as MPI, and discusses how MPI is fully dependent on its brand name and brick and mortar organization to support is retail sales. The paper outlines MPI's strategies and concludes that the model that MPI presents is a shaky one; its role as the ultimate provider of educational products may have worked in the real world, but it will take some time and effort to develop in the virtual world.

From the Paper:

"The four marketing-mix elements are interrelated; decisions in one area often affect actions in another. To illustrate, design of a marketing mix is certainly affected by whether a firm chooses to compete on the basis of price or on one or more other elements. When a firm relies on price as its primary competitive tool, the other elements must be designed to support aggressive pricing. For example, the promotional campaign likely will be built around a theme of "low, low prices." In non-price competition, however, product, distribution, and/or promotion strategies come to the forefront. For instance, the product must have features worthy of a higher price, and promotion must create a high-quality image of the product. Each marketing mix element contains countless variables. For instance, an organization may market one product or many, and they may be related or unrelated to each other. The product(s) may be distributed through wholesalers, to retailers without the benefit of wholesalers or even directly to final customers."

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