{"id":6290,"date":"2016-08-17T17:28:13","date_gmt":"2016-08-17T17:28:13","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/masterybusiness2xngcxmasterspring2016\/?post_type=chapter&#038;p=6290"},"modified":"2024-05-03T15:40:12","modified_gmt":"2024-05-03T15:40:12","slug":"defining-the-marketing-mix","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/chapter\/defining-the-marketing-mix\/","title":{"raw":"Defining the Marketing Mix","rendered":"Defining the Marketing Mix"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Outcomes<\/h3>\r\n<ul>\r\n \t<li>Define product<\/li>\r\n \t<li>Define promotion<\/li>\r\n \t<li>Define place<\/li>\r\n \t<li>Define price<\/li>\r\n<\/ul>\r\n<\/div>\r\n<h2>Reaching Customers through the Marketing Mix<\/h2>\r\nThe value proposition is a simple, powerful statement\u00a0of value, but it is only the tip of the iceberg.\u00a0How do marketing professionals ensure that they are reaching and delivering value to the target customer?\r\n\r\nTake\u00a0yourself, as a \"target customer.\" \u00a0Think about your cell phone. What would make you want to buy\u00a0a new one? How might the following issues\u00a0affect your purchasing decision?\r\n<ul>\r\n \t<li class=\"para editable block\">Features: A company has\u00a0just released a new phone with amazing features that appeal to you.<\/li>\r\n \t<li class=\"para editable block\">Price: You're concerned about\u00a0the price\u2014is this phone a good deal? Too expensive? So cheap that you suspect\u00a0there's a \"catch\"?<\/li>\r\n \t<li class=\"para editable block\">Information: How did you find out about this phone? Did you see an ad? Hear about it from a friend? See pictures and comments about it online?<\/li>\r\n \t<li class=\"para editable block\">Customer service: Is your cell service provider making it easier for you to buy\u00a0this phone\u00a0with a new plan or an upgrade?<\/li>\r\n \t<li class=\"para editable block\">Convenience: Could you easily buy it online in a moment of indulgence?<\/li>\r\n<\/ul>\r\n<p class=\"para editable block\">You can see there are multiple\u00a0factors that\u00a0might\u00a0influence your thinking and decision about what to buy\u2014a <em>mix<\/em> of factors. Taken together, these factors are all part of\u00a0the \"marketing mix.\"<\/p>\r\n<p class=\"para editable block\">Organizations must find the right combination of factors that allow them to gain an advantage over their\u00a0competitors. This combination\u2014the\u00a0marketing mix\u2014is the combination of factors that a company controls to provide value to its target customers.<\/p>\r\n<p class=\"para editable block\">The following video illustrates how the marketing mix changes depending on the target customer:<\/p>\r\nhttps:\/\/www.youtube.com\/watch?v=qwHbOIM-hC8\r\n\r\nYou can <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Intro+to+Business\/Transcriptions\/ValueCreationThroughTheMarketingMix_transcript.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for \"Value Creation Through the Marketing Mix\" (opens in new window).<\/a>\r\n<h2>Evolving Definitions of the Marketing Mix<\/h2>\r\n<p class=\"para editable block\">There are a few different ways the marketing mix is presented. During the 1950s the components of the marketing mix were conceived as the \"four Ps\" and were defined as follows:<\/p>\r\n\r\n<ol>\r\n \t<li class=\"para editable block\">Product: the goods and services offered<\/li>\r\n \t<li class=\"para editable block\">Promotion: communication and information<\/li>\r\n \t<li class=\"para editable block\">Place: distribution or delivery<\/li>\r\n \t<li class=\"para editable block\">Price: ensuring fair value in the transaction[footnote]McCarthy, Jerome E. (1964). <em>Basic Marketing. A Managerial Approach<\/em>. Homewood, IL: Irwin.[\/footnote]<\/li>\r\n<\/ol>\r\n<img class=\"aligncenter wp-image-14015 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/3006\/2016\/08\/21175851\/IMG_TheMarketingMix1.png\" alt=\"Title: The Marketing Mix. A graphic showing \u201cTarget Market\u201d as the central piece of the 4 Ps surrounding it: Product, Price, Promotion, Place.\" width=\"538\" height=\"496\" \/>\r\n<p class=\"para editable block\">Today, this categorization continues to be useful in understanding the basic activities associated with\u00a0marketing.\u00a0The marketing mix represents the way\u00a0an organization's broad marketing strategies are translated into marketing programs for action.<\/p>\r\n\r\n<div class=\"textbox tryit\">\r\n<h3>PRactice Questions<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/3aab972a-390a-425e-bc1d-2318e7f970fa\r\n\r\nhttps:\/\/assess.lumenlearning.com\/practice\/5707a87c-a643-4681-84aa-e2de58ceffdc\r\n\r\n<\/div>\r\n<p class=\"para editable block\">Over time, new categories of the marketing mix have been proposed. Most are more consumer oriented and attempt to better fit the movement toward a marketing orientation and a greater emphasis on customer value. One example is the four Cs, proposed by Robert F Lauterborn in 1990:<\/p>\r\n\r\n<ol>\r\n \t<li class=\"para editable block\">Customer solution:\u00a0what the customer wants and needs<\/li>\r\n \t<li class=\"para editable block\">Communication:\u00a0a two-way dialogue with the customer<\/li>\r\n \t<li class=\"para editable block\">Convenience: an easy process to act or buy<\/li>\r\n \t<li class=\"para editable block\">Cost: the customer's cost to satisfy that want or need[footnote]Lauterborn, B. (1990). New Marketing Litany: <em>Four Ps Pass\u00e9: C-Words Take Over<\/em>. Advertising Age, 61(41), 26.[\/footnote]<\/li>\r\n<\/ol>\r\n<p class=\"para editable block\">The four Cs include a greater focus on the customer but align nicely with the older\u00a0four Ps. They also enable one\u00a0to think about the marketing mix for services, not just products. While it is difficult to think about hotel accommodations\u00a0as a distinct\u00a0<em>product<\/em>, it is much easier to think about a hotel creating\u00a0a <em>customer solution<\/em>. You can see how the four Ps compare with the four Cs in the chart below:<\/p>\r\n\r\n<table class=\"wikitable\"><caption>The Four Ps and the Four Cs<\/caption>\r\n<tbody>\r\n<tr>\r\n<th scope=\"col\">Four Ps<\/th>\r\n<th scope=\"col\">Four Cs<\/th>\r\n<th scope=\"col\">Definition<\/th>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<div>Product<\/div><\/td>\r\n<td>\r\n<div>Consumer\u00a0solution<\/div><\/td>\r\n<td>A company will only sell what the consumer <i>specifically<\/i> wants to buy. So, marketers should study consumer wants and needs in order to attract them one by one with something he\/she wants to purchase.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<div>Promotion<\/div><\/td>\r\n<td>\r\n<div>Communication<\/div><\/td>\r\n<td>Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the organization and the consumer<span style=\"font-size: 13.3333px; line-height: 18.1818px;\">.<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<div>Place<\/div><\/td>\r\n<td>\r\n<div>Convenience<\/div><\/td>\r\n<td>In the era of Internet,\u00a0catalogs, credit cards, and smartphones, often people don't have to go to a particular place to satisfy a want or a need, nor are they limited to a few places to satisfy them. Marketers should know how the target market prefers to buy, how to be there and be ubiquitous, in order to provide\u00a0<i>convenience of buying<\/i>.<span style=\"font-size: 13.3333px; line-height: 18.1818px;\">\u00a0<\/span>With the rise of Internet and hybrid models of purchasing, \"place\" is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>\r\n<div>Price<\/div><\/td>\r\n<td>\r\n<div>Cost<\/div><\/td>\r\n<td>Price is only a part of the total <i>cost to satisfy<\/i> a want or a need. For example, the total cost might be the\u00a0<i>cost of time<\/i> in acquiring a good or a service, along with\u00a0the\u00a0<i>cost of conscience<\/i>\u00a0in consuming it.\u00a0It reflects the total cost of ownership. Many factors affect cost, including but not limited to the customer's cost to change or implement the new product or service and the customer's cost for not selecting a competitor's product or service.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nWhether we reference\u00a0the four Ps or the four Cs, it is important to recognize that marketing requires attention to a range of different approaches and variables that influence customer behavior. Getting the right mix of activities is essential for marketing success.\r\n<h2>Competitors and the Marketing Mix<\/h2>\r\nThe challenge of getting the right marketing mix is magnified by the existence of competitors, who exert market\u00a0pressures using strategies defined by their marketing mix alternatives. Remember, the purpose of the marketing mix is to find the right combination of product, price, promotion, and distribution (place) so that a company\u00a0can gain and maintain advantage over competitors.","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Outcomes<\/h3>\n<ul>\n<li>Define product<\/li>\n<li>Define promotion<\/li>\n<li>Define place<\/li>\n<li>Define price<\/li>\n<\/ul>\n<\/div>\n<h2>Reaching Customers through the Marketing Mix<\/h2>\n<p>The value proposition is a simple, powerful statement\u00a0of value, but it is only the tip of the iceberg.\u00a0How do marketing professionals ensure that they are reaching and delivering value to the target customer?<\/p>\n<p>Take\u00a0yourself, as a &#8220;target customer.&#8221; \u00a0Think about your cell phone. What would make you want to buy\u00a0a new one? How might the following issues\u00a0affect your purchasing decision?<\/p>\n<ul>\n<li class=\"para editable block\">Features: A company has\u00a0just released a new phone with amazing features that appeal to you.<\/li>\n<li class=\"para editable block\">Price: You&#8217;re concerned about\u00a0the price\u2014is this phone a good deal? Too expensive? So cheap that you suspect\u00a0there&#8217;s a &#8220;catch&#8221;?<\/li>\n<li class=\"para editable block\">Information: How did you find out about this phone? Did you see an ad? Hear about it from a friend? See pictures and comments about it online?<\/li>\n<li class=\"para editable block\">Customer service: Is your cell service provider making it easier for you to buy\u00a0this phone\u00a0with a new plan or an upgrade?<\/li>\n<li class=\"para editable block\">Convenience: Could you easily buy it online in a moment of indulgence?<\/li>\n<\/ul>\n<p class=\"para editable block\">You can see there are multiple\u00a0factors that\u00a0might\u00a0influence your thinking and decision about what to buy\u2014a <em>mix<\/em> of factors. Taken together, these factors are all part of\u00a0the &#8220;marketing mix.&#8221;<\/p>\n<p class=\"para editable block\">Organizations must find the right combination of factors that allow them to gain an advantage over their\u00a0competitors. This combination\u2014the\u00a0marketing mix\u2014is the combination of factors that a company controls to provide value to its target customers.<\/p>\n<p class=\"para editable block\">The following video illustrates how the marketing mix changes depending on the target customer:<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Value Creation Through the Marketing Mix\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/qwHbOIM-hC8?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>You can <a href=\"https:\/\/course-building.s3-us-west-2.amazonaws.com\/Intro+to+Business\/Transcriptions\/ValueCreationThroughTheMarketingMix_transcript.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for &#8220;Value Creation Through the Marketing Mix&#8221; (opens in new window).<\/a><\/p>\n<h2>Evolving Definitions of the Marketing Mix<\/h2>\n<p class=\"para editable block\">There are a few different ways the marketing mix is presented. During the 1950s the components of the marketing mix were conceived as the &#8220;four Ps&#8221; and were defined as follows:<\/p>\n<ol>\n<li class=\"para editable block\">Product: the goods and services offered<\/li>\n<li class=\"para editable block\">Promotion: communication and information<\/li>\n<li class=\"para editable block\">Place: distribution or delivery<\/li>\n<li class=\"para editable block\">Price: ensuring fair value in the transaction<a class=\"footnote\" title=\"McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin.\" id=\"return-footnote-6290-1\" href=\"#footnote-6290-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-14015 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/3006\/2016\/08\/21175851\/IMG_TheMarketingMix1.png\" alt=\"Title: The Marketing Mix. A graphic showing \u201cTarget Market\u201d as the central piece of the 4 Ps surrounding it: Product, Price, Promotion, Place.\" width=\"538\" height=\"496\" \/><\/p>\n<p class=\"para editable block\">Today, this categorization continues to be useful in understanding the basic activities associated with\u00a0marketing.\u00a0The marketing mix represents the way\u00a0an organization&#8217;s broad marketing strategies are translated into marketing programs for action.<\/p>\n<div class=\"textbox tryit\">\n<h3>PRactice Questions<\/h3>\n<p>\t<iframe id=\"assessment_practice_3aab972a-390a-425e-bc1d-2318e7f970fa\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/3aab972a-390a-425e-bc1d-2318e7f970fa?iframe_resize_id=assessment_practice_id_3aab972a-390a-425e-bc1d-2318e7f970fa\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<p>\t<iframe id=\"assessment_practice_5707a87c-a643-4681-84aa-e2de58ceffdc\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/5707a87c-a643-4681-84aa-e2de58ceffdc?iframe_resize_id=assessment_practice_id_5707a87c-a643-4681-84aa-e2de58ceffdc\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<p class=\"para editable block\">Over time, new categories of the marketing mix have been proposed. Most are more consumer oriented and attempt to better fit the movement toward a marketing orientation and a greater emphasis on customer value. One example is the four Cs, proposed by Robert F Lauterborn in 1990:<\/p>\n<ol>\n<li class=\"para editable block\">Customer solution:\u00a0what the customer wants and needs<\/li>\n<li class=\"para editable block\">Communication:\u00a0a two-way dialogue with the customer<\/li>\n<li class=\"para editable block\">Convenience: an easy process to act or buy<\/li>\n<li class=\"para editable block\">Cost: the customer&#8217;s cost to satisfy that want or need<a class=\"footnote\" title=\"Lauterborn, B. (1990). New Marketing Litany: Four Ps Pass\u00e9: C-Words Take Over. Advertising Age, 61(41), 26.\" id=\"return-footnote-6290-2\" href=\"#footnote-6290-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/li>\n<\/ol>\n<p class=\"para editable block\">The four Cs include a greater focus on the customer but align nicely with the older\u00a0four Ps. They also enable one\u00a0to think about the marketing mix for services, not just products. While it is difficult to think about hotel accommodations\u00a0as a distinct\u00a0<em>product<\/em>, it is much easier to think about a hotel creating\u00a0a <em>customer solution<\/em>. You can see how the four Ps compare with the four Cs in the chart below:<\/p>\n<table class=\"wikitable\">\n<caption>The Four Ps and the Four Cs<\/caption>\n<tbody>\n<tr>\n<th scope=\"col\">Four Ps<\/th>\n<th scope=\"col\">Four Cs<\/th>\n<th scope=\"col\">Definition<\/th>\n<\/tr>\n<tr>\n<td>\n<div>Product<\/div>\n<\/td>\n<td>\n<div>Consumer\u00a0solution<\/div>\n<\/td>\n<td>A company will only sell what the consumer <i>specifically<\/i> wants to buy. So, marketers should study consumer wants and needs in order to attract them one by one with something he\/she wants to purchase.<\/td>\n<\/tr>\n<tr>\n<td>\n<div>Promotion<\/div>\n<\/td>\n<td>\n<div>Communication<\/div>\n<\/td>\n<td>Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the organization and the consumer<span style=\"font-size: 13.3333px; line-height: 18.1818px;\">.<\/span><\/td>\n<\/tr>\n<tr>\n<td>\n<div>Place<\/div>\n<\/td>\n<td>\n<div>Convenience<\/div>\n<\/td>\n<td>In the era of Internet,\u00a0catalogs, credit cards, and smartphones, often people don&#8217;t have to go to a particular place to satisfy a want or a need, nor are they limited to a few places to satisfy them. Marketers should know how the target market prefers to buy, how to be there and be ubiquitous, in order to provide\u00a0<i>convenience of buying<\/i>.<span style=\"font-size: 13.3333px; line-height: 18.1818px;\">\u00a0<\/span>With the rise of Internet and hybrid models of purchasing, &#8220;place&#8221; is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.<\/td>\n<\/tr>\n<tr>\n<td>\n<div>Price<\/div>\n<\/td>\n<td>\n<div>Cost<\/div>\n<\/td>\n<td>Price is only a part of the total <i>cost to satisfy<\/i> a want or a need. For example, the total cost might be the\u00a0<i>cost of time<\/i> in acquiring a good or a service, along with\u00a0the\u00a0<i>cost of conscience<\/i>\u00a0in consuming it.\u00a0It reflects the total cost of ownership. Many factors affect cost, including but not limited to the customer&#8217;s cost to change or implement the new product or service and the customer&#8217;s cost for not selecting a competitor&#8217;s product or service.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Whether we reference\u00a0the four Ps or the four Cs, it is important to recognize that marketing requires attention to a range of different approaches and variables that influence customer behavior. Getting the right mix of activities is essential for marketing success.<\/p>\n<h2>Competitors and the Marketing Mix<\/h2>\n<p>The challenge of getting the right marketing mix is magnified by the existence of competitors, who exert market\u00a0pressures using strategies defined by their marketing mix alternatives. Remember, the purpose of the marketing mix is to find the right combination of product, price, promotion, and distribution (place) so that a company\u00a0can gain and maintain advantage over competitors.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-6290\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Defining the Marketing Mix. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><li>Practice Questions. <strong>Authored by<\/strong>: Robert Danielson. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Introducing Marketing. <strong>Authored by<\/strong>: John Burnett. <strong>Provided by<\/strong>: Global Text. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\">http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf<\/a>. <strong>Project<\/strong>: The Global Text Project. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>4 Ps and 4 Cs chart. <strong>Provided by<\/strong>: Wikipedia. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/en.m.wikipedia.org\/wiki\/Marketing_mix#Lauterborn.27s_four_Cs\">https:\/\/en.m.wikipedia.org\/wiki\/Marketing_mix#Lauterborn.27s_four_Cs<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><li>Boundless Marketing. <strong>Provided by<\/strong>: Boundless. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/courses.lumenlearning.com\/boundless-marketing\/\">https:\/\/courses.lumenlearning.com\/boundless-marketing\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Value Creation Through the Marketing Mix. <strong>Provided by<\/strong>:  Waterbergh Management. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=qwHbOIM-hC8\">https:\/\/www.youtube.com\/watch?v=qwHbOIM-hC8<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-6290-1\">McCarthy, Jerome E. (1964). <em>Basic Marketing. A Managerial Approach<\/em>. Homewood, IL: Irwin. <a href=\"#return-footnote-6290-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-6290-2\">Lauterborn, B. (1990). New Marketing Litany: <em>Four Ps Pass\u00e9: C-Words Take Over<\/em>. Advertising Age, 61(41), 26. <a href=\"#return-footnote-6290-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":26,"menu_order":14,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Defining the Marketing Mix\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Introducing Marketing\",\"author\":\"John Burnett\",\"organization\":\"Global Text\",\"url\":\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\",\"project\":\"The Global Text Project\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"4 Ps and 4 Cs chart\",\"author\":\"\",\"organization\":\"Wikipedia\",\"url\":\"https:\/\/en.m.wikipedia.org\/wiki\/Marketing_mix#Lauterborn.27s_four_Cs\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Value Creation Through the Marketing Mix\",\"author\":\"\",\"organization\":\" Waterbergh Management\",\"url\":\"https:\/\/www.youtube.com\/watch?v=qwHbOIM-hC8\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"cc\",\"description\":\"Boundless Marketing\",\"author\":\"\",\"organization\":\"Boundless\",\"url\":\"https:\/\/courses.lumenlearning.com\/boundless-marketing\/\",\"project\":\"\",\"license\":\"cc-by-sa\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Practice Questions\",\"author\":\"Robert Danielson\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"65ee77a7-84df-4a7d-9176-fc5948b6e7a9, b6c003ce-e1cd-4b96-8d09-fdfbd0acb0ba, 5ac45861-7908-4bb8-b3d4-ef2ff8aefb55, a8a5b228-ea23-4952-b8f9-95e89cbd1b87, d4acdfeb-610a-4772-a93d-47292b92f90a","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-6290","chapter","type-chapter","status-publish","hentry"],"part":7046,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/6290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/users\/26"}],"version-history":[{"count":24,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/6290\/revisions"}],"predecessor-version":[{"id":15376,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/6290\/revisions\/15376"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/parts\/7046"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapters\/6290\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/media?parent=6290"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/pressbooks\/v2\/chapter-type?post=6290"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/contributor?post=6290"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/wm-introductiontobusiness\/wp-json\/wp\/v2\/license?post=6290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}