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Nike Marketing Mix
James Thorogood
MKT/421
April 15, 2014
Dean Tripodes

Nike Marketing Mix
The controllable variables that a company puts together to satisfy their target group. That is how the marketing mix is simply stated. These variables can be placed in four primary categories: product, place, promotion and price otherwise known as the four Ps of the marketing mix. The goal of the marketing mix is to tailor these variables so that the target group/customer has every need met. The customer is the central focus of every marketing strategy. Every new business idea or concept should be birthed with a target group in mind, and development of these ideas and concepts is fostered through the marketing mix. Once the company has shaped these variables into what their customers want then they are well on their way to being a successful company. Nike is one company for decades that has proven that they understand want their customers are attracted to, they have proven by their 43% market share that they get it. Nike has established itself as one the top names in the sports world and it’s because they continually reinvent themselves to satisfy ever changing needs of sportsmen. Nike has various strategies that target athletes, sportsmen, celebrities, colleges and athletic teams from T-ball to the Olympics. Targeting large group like NCAA Division I athletic programs and professional teams has been highly successful because typically the entire team will wear the same brand. If the athletic director or team’s owner suggests Nike brand apparel or equipment then everyone is using it. Nike has used other strategies to target their customers such as using name recognition. The Nike brand has grown in popularity because every basketball player wants to be Micheal Jordan, every golfer wants to be Tiger Woods. If Nike gear is good enough for them than it has

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