Unit 1. Elements of the Marketing Mix

The term “Marketing Mix” is a general expression used to describe the various types of marketing decisions, which need to be taken to bring your product or service to the target market. The marketing mix is also known as the “4Ps” (product – price – place – promotion); presumably the best-known way of characterizing the marketing mix.

The correct arrangement of marketing mix (see further elaboration of the 4Ps in Unit 1) by monasteries’ decision makers plays an important role in the success of the marketing activities:

  1. Develop strengths and avoid weaknesses (see details on SWOT analysis in Unit 2);
  2. Strengthen the competitiveness and adaptability; and
  3. Make the internal and external environment of the monastery work closely together (see details in marketing communication in Unit 3).