Apply It 14.3: The Marketing Mix

  • Understand the 4Ps of marketing: product, price, place, and promotion
  • Give examples of the marketing mix
  • Understand how marketing strategies align with corporate strategies

Strategic Brand Positioning

This Apply It continues using the Walmart case study video from earlier in this module. The video is included below in case you want to refresh your memory about specific details, but if you have already watched it, you don’t need to watch it again.

Retailers like Walmart and Target carefully develop their marketing mix to create competitive store brands.

You can view the transcript for “Why Walmart Is Making Its Own Premium Products Now | WSJ” here (opens in new window).

How do private label brands like Bettergoods and Target’s Good & Gather use pricing as part of their overall marketing mix? What role does price play in their brand positioning?