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Summary Activity 4.2.1 Answers
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Activity 4.2.1 Answers for IBM Textbook with ISBN 4
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Activity 4.2.11. For each product in the table, identify the element of its marketing mix that does
not fit with the overall marketing mix for the product.
Mix A – promotion (advertised on radio only)
Mix B – place (sold only over the internet)
Mix C – price (low-price offers to large family groups)
Mix D – price (skimming or high-price strategy)
2. Choose two products in the table and recommend a change in each product’s
marketing mic that would make the mix effective.
Marketing mix is a business model surrounding the four Ps, which are product, price,
place and promotion. This business model basically refers to the actions by a
company/business to promote its product in a market. In this context, there are four
marketing-mix decisions that all have aspects which can be improved.
For instance, for Mix A, considering their products are fast sports car, it definitely is
not suitable for the company to promote or advertise their products on radio only.
Instead, they should advertise their products in high quality magazines, TV
advertisements, transportation shows or exhibition. By promoting in various places,
the company will have better chances of being recognized by the public, and also
higher chances of having more sales.
As for Mix B, since their product features a range of furniture for families with low
incomes, it is not suitable for them to sell their products only over the internet. This
is because families with low incomes have the tendency to not use the internet as
much considering their circumstances. Because of this, it will be more suitable for
the furniture to be more accessible to them physically, probably by selling in local
department stores or small shops near neighbourhoods.
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