Marketing

Contrary to popular belief, marketing is not synonymous with advertising. In fact, advertising and promotion only constitutes 25% of the marketing mix. So what makes up the other 75% of marketing?

Product, price and place. Coincidentally, they all start with the letter ‘P.’ As an example I will use a hippopotamus-selling company.

Here’s the scenario: You are the marketing manager of Hippos Direct, Inc., a company that raised and now wants to sell hippopotami (the seldom used plural of hippopotamus; hippopotamuses is also correct) to zoos around the world. It is your job to develop a marketing plan for how you should go about selling the hippopotami. The basis for your marketing plan is the marketing mix, also referred to as the “4 P’s of Marketing.”

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