Details

25 mins, 2002

The marketing mix is central to marketing and this entertaining guide goes to the heart of what it is all about. With simple illustrations it explains the concepts of product, price, place and promotion, and why they are important.

We also look at three more Ps – people, process and physical evidence – which, with the growth of the service sector, have become increasingly significant.

The film also explains the product life cycle, the role of marketing research and the Internet.

Featuring Glaxo, Unilever, Sainsbury’s and Comet, among others, the film also looks at the dangers of over-consumption.