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ENVIRONMENTAL DRIVERS	Marketing Mix PRICE			P R O D U C T
INDUSTRY ANALYSIS				P R I C E
COMPETITIVE ANALYSIS				P R O M O T I O N
TARGET MARKET ANALYSIS				P LACE   /  DISTRIBUTION
FINANCIALS		Back to Business Plan		TECHNOLOGY

cost to “buy in” is more than just $ (time, risk, etc.)

must consider UTILITY VALUE:  what else can I buy for my $1

Pricing Strategies: skimming (profit maximization) versus penetration (revenue & market share maximization)

compare your offerings to competitions’ offerings

If one element of the Marketing Mix changes (e.g. product) other elements (e.g. price) need to reflect this change.

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