Marketing Mix Paper
University of Phoenix
September 26, 2008
Marketing Mix Paper
In todayÃ¢â‚¬â„¢s global market organizations need to understand how marketing mix works to ensure a productive and profitable future. Marketing specialist has several decisions to make to ensure product goals is made and marketing mix works as a way to organize the decisions in to four smaller, manageable section call the four PÃ¢â‚¬â„¢s (product, place, price, and promotion). This paper discusses the four PÃ¢â‚¬â„¢s of the marketing mix, how United Parcel Service (UPS) uses the four PÃ¢â‚¬â„¢s to develop marketing strategies and tactics to ensure growth and a prosperous future for UPS and the companies they serve. UPS
UPS established in Seattle, Washington over one hundred years ago by James Casey and Claude Ryan. In 1907 Casey and Ryan, two young teenage entrepreneurs started American Messenger Company with a loan of $100 dollars and over the years Ryan and Casey grew the company by expanding services and through acquiring other small delivery companies. In 1919, after acquiring several other package delivery companies, the company decided to change the companyÃ¢â‚¬â„¢s name to United Parcel Service (UPS) as away to promote the company and all the companies acquired as one company working together to serve. Over the last hundred years UPS has mastered the marketing mix and today is worth more than $50B dollars, operates around the world, employs over 400,000 and is the largest shipping company in the world. UPS knows the only way to be successful is understand and use the four PÃ¢â‚¬â„¢s of marketing mix. UPS considered in the business world as the master of marketing and offer marketing services to assist companies with the development of new products and services. The Business Development (BD) marketing specialist spend countless hours analyzing each step of marketing mix process to recommend...
References: Basic Marketing (15th edition.) William D. Perreault, Jr. and E. Jerome McCarthy McGraw-Hill/Irwin, 2005 New York, NY Retrieved September 20, 2008, from University of Phoenix, Resource, MKT421- Marketing Course Web site.
"Marketing mix" A Dictionary of Business and Management Ed. Jonathan Law Oxford University Press, 2006 Oxford Reference Online Oxford University Press Apollo Group September 24, 2008 http://www.oxfordreference.com/views/ENTRY.html?subview=Main&entry=t18.e3962>
Marsala, L (2008) creating and managing brand value, Best Global Brands 2008, retrieved September 24, 2008 from UPS pressroom online http://www.ups.com/pressroom/us/awards/business?srch_pos=2&srch_phr=business+development
Yudelson, J. (1999, April). Adapting McCarthy 's Four P 's for the Twenty-First Century. Journal of Marketing Education, 21(1), 60 Retrieved September 24, 2008, from Professional Development Collection database
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