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Essay / Research Paper Abstract
This 6-page paper provides an overview of the integrated marketing mix, while offering suggestions for marketing a brand of consumer soap. Bibliography lists 3 sources.
Page Count:
6 pages (~225 words per page)
File: D0_MTmarmisoa.rtf
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Unformatted sample text from the term paper:
service to determine the right price, promotion and distribution (or "placement") as well as customer service and customer relationship management. A company can be offering the best mousetrap in town,
but without the right price, the right message to the market, the correct distribution channels and the right customer service program, that mouse trap isnt going anywhere (MMC Learning, 2008).
Its the same thought for soap, especially soap that treats acne. In this particular paper, well examine how a marketing mix can
be integrated into the bar of soap created. Marketing Mix - An Overview Once known simply as the "Four Ps," the integrated
marketing mix today overlaps those Ps to help price, distribute and promote the product in question. The IMC, as its called, involves a series of decisions to ensure that the
4Ps work harmoniously together (Homa, 2002; see also Kohl, 2000). Product policy and packaging. The first P is the product, and
its self-explanatory. What also falls into the product category, however, is packaging. Is it easy to use? Can it be opened easily? Is it colorful enough to sell? Though some
might link packaging to promotion, in many cases, its a product element. Laundry detergent, for example, is packaged in many different formats. These packages are tested to ensure theyre easy
to carry, easy to open and so on. Cosmetics and face creams also have packaging - and many times, its the
packaging that sells the product. Depending on the market, face cream in a pretty jar may end up selling, simply because of the jar.
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