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Essay / Research Paper Abstract
A 3 page paper that discusses Nike's marketing mix in terms of the 4Ps. The writer comments on Nike's use of the 4Ps and the need to adapt quickly as trends appear in the marketplace. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: ME12_PGnike49.rtf
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Unformatted sample text from the term paper:
ended in May exceeded $19 billion (Colbert, 2009). Their success if founded on good products and on clever and effective marketing programs. The name of the company itself, Nike, is
the Greek goddess of victory (Colbert, 2009). The Swoosh symbol connotes speed. And, they have had marketing campaigns that used catchy and easy to remember phrases like just do it.
They have employed numerous well-known athletes to promote their products. Nike uses the 4Ps of marketing extremely well. The 4Ps are: Product, Price, Place and Promotion. Companies may develop
a different marketing mix approach for different products (Lake, 2008). In general, Nikes marketing mix is described as: 1. Product: Numerous products, e.g., footwear for many different sports that include
both athletic shoes and sports shoes. They also have a line of clothing and accessories, such as hats, that appeal to the outdoors or just fitness consumers. Nike is known
for quality products. 2. Pricing: This is a competitive industry and price matters. Nikes prices are competitive, meaning they offer a wide range or pricing depending on the product. However,
the brand itself is so desirable that the company can charge a premium price for many of their items. 3. Place: This refers to distribution places. Because Nike
has its own stores in some regions, they can control their distribution costs, which gives the company more power in pricing their products (Cuizon, 2009). This is a global company
that sells products to thousands of retailers across the globe (Cuizon, 2009). Outside the U.S., Nike sells to independent distributors as well as to subsidiary companies, like Cole Haan (Cuizon,
2009; Nike, 2009). This gives them a vast consumer base. 4. Promotion: Nikes advertising is effective and successful. Beyond regular print and broadcast advertising, Nike sponsors huge sporting and athletic
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