60 2 i 4

5.2 Vocabulary The marketing mix

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1    Price, Promotion, Product and Placement

2    Customer Solution, Cost, Convenience, Communication 5 how well the components of the mix blend together

4 how the mix must be adapted to changes in the business eiwironment, the organizatioms resources and the product life cycle

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1    This is probably not a very coherent mix as the customers of this type of salon probably prefer to travel by car rather than by underground; it suggests that the franchise has not done its market research properly.

2    This seems a sensible mix dynamie sińce cassette manufacturers face a declining market where market share is being captured by mp3 players. Tliis kind of distribution minimizes costs and allows a product at the end of its life cycle to improve its profit margin.

3    This mix seems incoherent sińce the majority of readers of women’s fashion magazines are probably not ecologists, do not wear T-shirts, and are not men, thus excluding a large market segment. The company needs to find media which are better suited to developing its market niche.

4    Not a coherent mix, sińce the product is B2B, not for the generał public, and poor mix dynamics, as few executives still write business letters. The company need to conduct a market study to determine whether there is any demand for this service.

5    The mix is probably coherent, as a majority of football fans are małe, i.e. the same segment of the population as most video gamers (teenagers and young men) and buyers (fathers and grandfathers).