Marketing Term Paper

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MZUMBE UNIVERSITY
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MBEYA CAMPUS COLLEGE
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NAME: MASSAM, VICENT PARADISE
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REG NO: MBA/CM/MCC/056/T.12
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PROGRAMME: MASTERS OF BUSINESS ADMINISTRATION- CORPORATE MANAGEMENTS -------------------------------------------------

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SUBJECT: MARKETING MANAGEMENT
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SUBJECT CODE: BUS 5011
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TASK: TERM PAPER
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LECTURER: PROF MNZAVA AND MR NDOLOMI
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QUESTION: -------------------------------------------------
Discuss the main challenges faced by Tanzania marketers in managing the marketing mix.

TABLE OF CONTENTSPAGE

1. ABSTRACTS…………………………………………………………………………………1

2. INTRODUCTION……………………………………………………………………………2 2.1Definition of marketing mix………………………………………………………………2 2.2Marketing Manager……………………………………………………………………….2 2.3Features of marketing mix……………………………………………………………....2-3 3. ELEMENTS / INGREDIENTS OF MARKETING MIX AND CHALLENGES FACED BY THE TANZANIAN MARKERTERS IN MANAGING THEM 3.1 Product………………………………………………………………………………….3-5 

3.2 Place (Distribution channel)…………………………………………………………….6-7 

3.3 Promotion………………………………………………………………………………..7-8

3.4Price……………………………………………………………………………………9-10

4. CONCLUSION……………………………………………………………………………...10

5. BIBLIOGRAPHY…………………………………………………………………………...11

1. ABSTRACT
This paper addresses the main challenge faced by Tanzanian marketers in managing the marketing mix. Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of consumers, developing a product or service that satisfies these need, offering it at a certain price, making it available through particular place or channel of distribution, and developing a program of promotion or communication to create awareness and interest. These four Ps-Product, Price, Place (distribution) and promotion are elements of the marketing mix. Marketing mix will be discussed to remind marketers that they must be knowledgeable about the issues and options involved in each elements of the marketing mix. The basic task of marketing is combining these four elements into a marketing program to facilitate the potential for exchange with consumers in the market place.

2. INTRODUCTION

2.1 Definition of marketing mix
According to W. J. Stanton, "Marketing mix is the term used to describe the combination of the four inputs which constitute the core of a company's marketing system: the product, the price structure, the promotional activities, and the distribution system."

According to Philip Kotler, "A Marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the target market."

2.2 Marketing Manager
According to James Culliton, the American marketing expert, coined the expression Marketing Mix and described the marketing manager as 'mixer of ingredients" as he has to establish fair balance among the four elements of marketing mix in order to achieve...
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