Starbucks and the Marketing Mix Free Essay, Term Paper and Book Report
The textbook, Marketing: An Introduction, defines marketing mix as, âoethe set of controllable tactical marketing toolsâ"product, price, place, and promotionâ"that the firm blends to produce the response it wants in the target marketâ (Armstrong & Kotler, 2009, p. 51). Also known as the four Ps, these tools help a firm maintain a focus on the controllable aspects required to move a product from the firm to the customer. The following will examine each aspect of the marketing mixâ"product, price, place, and promotion. To understand the marketing mix better, an examination of Starbucks and its use of the four Ps will follow.
Starbucks in the Marketplace
Because Starbucks is the focus of understanding the marketing mix, it is vital to understand the industry and sector in which Starbucks operates. Additionally, it is helpful to know who competes in that industry. Yahoo! Finance, classifies Starbucks in the services sector and the specialty eatery industry (Starbucks, Corp., 2010). Some competitors in the specialty eatery industry is Panera Bread......
Word Count: 1665
Page Count: 6.6 (250 words a page / double spaced)
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