Copyright2000McGraw-HillAustralia.pptVIP

Copyright ? 2000 McGraw-Hill Australia This is the prescribed textbook for your course. The law of marketing Chapter 23 The role of marketing “ To identify the wants or needs of consumers, and to determine how best to satisfy these using the MARKETING MIX.” The Marketing Mix (4P’S) PRODUCT PRICE PROMOTION PLACE (DISTRIBUTION) * These four factors are largely controllable. External forces on the Marketing Mix Economic environment Cultural/social environment Political environment (e.g. A GST) Competitive environment Legal environment * These factors are largely uncontrollable. The