Pr

Branding

Direct marketing

Price

Positioning • List Discounts Credit Payment methods Free or value-added elements

Place

Trade channels

■ Sales support Channel number

■ Segmented channels

People

■ Individuals on marketing activities Individuals on customer contact

■ Recruitment

image Training and skills

■ Remuneration

Process

Customer focus

Business-led

IT-supported

Design features

Research and development

Physical evidence

• Sales/staff contact experience of brand

• Product packaging

• Online experience

Figure 5.1 The elements of the marketing mix

Activity 5.1

How can the Internet be used to vary the marketing mix?

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