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Essay / Research Paper Abstract
An 8 page paper discussing the marketing mix and pricing objectives for Kingsford Charcoal on the basis of a 2007 student-supplied case. Bibliography lists 6 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmktgKingsf.rtf
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Unformatted sample text from the term paper:
optimal pricing for its products. Its goal is to increase revenues without alienating customers and turning current customers to Kingsfords competitors. The Marketing Mix
The traditional marketing mix consists of the 4 Ps, which are product, price, place and promotion. Each must be managed well for the marketing mix to be
as effective as possible. The product is seen as being the most critical of all the Ps of the marketing mix, because if the product is of poor quality
or does not perform to promised levels, then all the other Ps are superfluous. When the product is sound, however, price will be important as well. Product
The product, obviously, is that thing being sold. It does not need to be a tangible good, it can also be a service.
In short, it is the thing, commodity or service that an organization exchanges with consumers for money. Its sale or function keeps the organization alive and growing. In
the case of Kingsford, of course, the product is a tangible good. Price The product is seen as being the most critical of
all the Ps of the marketing mix. If the product is of poor quality or does not perform to promised levels, then all the other Ps are superfluous.
When the product is sound, however, price will be important as well. Aside from pricing according to production costs, there are several measures
that can be used to determine an optimum price for the product. An optimum price is the maximum that consumers are willing to pay and still buy the product
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