Two Marketing Mixes

No matter what the business or organization, there will be a marketing mix. The business owner

may not think about it in these specific terms, but it is there nonetheless. Here is an example of

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how the marketing mix can be configured for a local Italian restaurant (consumer market).

• Product. Extensive selection of pizza, hot and cold sub sandwiches, pasta and meat dinners, salads, soft

drinks and wine, homemade ice cream and bakery products; the best service in town; and free delivery.

• Price. Moderate; the same price is charged to all customer segments.

• Promotion. Ads on local radio stations, websites, and local newspaper; flyers posted around town;

coupons in ValPak booklets that are mailed to the local area; a sponsor of the local little league teams; ads

and coupons in the high school newspaper; and a Facebook presence.

• Place. One restaurant is located conveniently near the center of town with plenty of off-street parking. It

is open until 10:00 p.m. on weekdays and 11:30 p.m. on Fridays and Saturdays. There is a drive-through

for takeout orders, and they have a special arrangement with a local parochial school to provide pizza for

lunch one day per week.

Here is an example of how the marketing mix could be configured for a green cleaning services

business (business market).

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