1. There are four controlling marketing mix factors, product, price, promotion and place. They are controllable factors because they are under the control of the marketing department in an organization. An example of items under product would be features, brand name, packaging, service, and warranty. An example of items under price would include list price, discounts, allowances, credit term, and payment periods. Examples of promotion is advertising, personal selling, sales promotion, public relations, and direct marketing. Under place we find outlets, channels, coverage, transportation, and stock levels.
A perfect example of the four controlling marketing mix in action would be Procter and gamble introducing a new toothpaste designed to taste good and fight cavities. Logo and packaging designed in bright colors to appeal to kids of elementary school age to encourage more tooth brushing. The price would be $2.00 and there would be coupons to discount the price. Promotion on television and radio commercials, magazine and newspaper ads and website; the ads will use bright colors and happy music, perhaps an animated cartoon character for a fun and family friendly attitude. The place or distribution would be in supermarkets, drug stores, and discount stores such as Wal-Mart. Target demographic is mothers with kids who make buying for the family (advertising could be shown on children’s programming, prompting kids to ask parents to buy the toothpaste.)

2. The requirements needed for marketing to occur are two or more parties with unsatisfied needs, a desire and an ability on their part to be satisfied. A way for the parties to communicate and something to exchange. The Hotel Westcourt must analyze market opportunities, select target markets, design marketing strategies, plan marketing programs, and implement and control the marketing effort. The