Essay on Marketing Mix

884 Words Nov 1st, 2008 4 Pages
Market Mix Paper The purpose of this paper is to describe the elements of the marketing mix which is product, place, price and promotion. In addition, selecting the organization whom I work for which is DirecTv and describe how each one of the four elements of the marketing mix impacts the development of DirecTv’s marketing strategy and tactics. This paper will also be describing how each element is implemented. The concept or term of “marketing mix” became popular after Neil H. Borden published his article in 1964, The Concept of the Market Mix. He later began teaching this term in the late 1940’s. The ingredients in Borden’s marketing mix included product planning, pricing, branding, distribution channels, personal selling, …show more content…
The TiVo recorder has the ability to pause and replay live TV as well as an array of flexible recording services that is personalized for the consumers.
The adoption of TiVo when it was first released was facilitated by the belief that consumers who owned a TiVo black box and subscribed to the TiVo service can take control of what programs to watch and when to watch them. The device attracted consumers who were tired of missing their favorite shows because they were too busy to watch them. TiVo also enabled people to fast-forward over irreverent advertising. TV watchers can “pause” a live show to conveniently handle interruptions too. As shown above, the services that TiVo provides allow the consumer to be in control and makes TV viewing “a lot more enjoyable.” (Global Advertising Strategies, 2008) Television satellite provider DirecTV and TiVo have extended their current non-exclusive partnership to include the development of a new, high definition DirecTV digital video recorder (DVR). The two companies also extended their mutual intellectual property agreements. Financial terms were not disclosed. The deal is expected to bring TiVo's broadband and search capabilities to a wider audience. DirectTV currently has more than 17 million subscribers, while, as of July, TiVo had 3.8 million. In 2005, DirecTV said it would stop marketing TiVo and instead offer

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