Unit 2 - The Marketing Mix
Unit Description and Learning Goal:
In this unit, students will explain what is required for a product to be positioned successfully; identify the factors
involved in product pricing; compare a variety of distribution strategies; and distinguish between product marketing
and product promotion. The unit considers each of the components of the marketing mix. The central ingredient of the
marketing plan is a marketing mix of product, price, place, and promotion strategies necessary to ensure that the
product meets the demands of targeted customers.