Answered Essay: Mars, Inc makes and markets Iams pet foods for dogs and cats. Which of the following activities would be considered

Mars, Inc makes and markets Iams pet foods for dogs and cats. Which of the following activities would be considered part of the Iams marketing mix? Choose all that apply.

a. Printing more detail about nutritional value on Iams labels.
b. Offering $1-off coupons for a new Iams cat food.
c. Talking with government officials about new rules for pet food safety.
d. Testing reaction to discounts for buying multiple products at one time.
e. Linking from the Iams website to online pet-food retail sites where customers can place orders.
f. Creating a new Iams pet food for overweight cats.
g. Selling standard 29-pound packages of Iams dog food for $30.
h. Determining how to ship Iams products to independent pet stores.
i. Posting photos of new products on the Iams Facebook page.
j. Examining the packaging and ingredients of competing pet foods.
k. Donating Iams food to pet shelters in areas affected by natural disasters.

Expert Answer

Correct Answer:











Marketing mix traditionally involves 4 Ps of marketing named as product, price place and promotions. Though, new 3 Ps are also now considered such as packaging, positioning & people. Here, Point A, F and J falls under the product and its packaging related details such as type of product to be manufactured & marketed, packaging details and information related to the product. Point B and G is related to the pricing decisions of the company when price and discount is being considered. Point E talks about the place where the product will be sold. Point I talks about the promotion of the product. Thus, these points overall cover the all the Ps of the marketing mix.

Other points cover regulatory environment, corporate social responsibility and market research of the product, done by the company.

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