Mkt 421 W2 Marketing Mix
Marketing Mix
MKT 421
April 4, 2011
Marketing Mix A marketing strategy is the combination of the target market, or the customers the
marketing is intended to reach, and the marketing mix. Product, price, place, and promotion are
components of the marketing mix, or the four p s, which create a value for the customer (Perreault,
Cannon, McCarthy, 2009). For this reason, the customer, who is not part of the marketing mix, is the
center of the target, surrounded by the elements of the marketing mix. The ultimate goal of a
marketing strategy is to create value for the customer, which allows the organization to increase
customer satisfaction and results in repeat customers and additional equity for the organization
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This is not enough to erase the teacher funded classroom. OfficeMax joins a partnership with Adopt A
Classroom and begins planning for a way to accomplish this task. Rather than create a new product,
the idea is generated for OfficeMax to adopt classrooms, calling this event A Day Made Better. Each
OfficeMax retail location is assigned a classroom, and receives products that will be part of the
classroom donation for that particular retail location. The store manager is responsible for the
implementation of the donation to his or her assigned teacher (OfficeMax, 2010). The store manager
partners with the principal, informing him or her of the teacher who was selected for the surprise of A
Day Made Better. In October of each year, since 2007, OfficeMax associates have honored more than
1,000 teachers throughout the country with classroom supplies worth $1000. The total value of these
awards, or donations, is $1,000,000 (OfficeMax, 2010). Each teacher receives an award printed
through the ImPress Print Center inside each OfficeMax store. A chair, printer, digital camera, memo
board, and a box with more than 60 essential classroom supplies, have been a delightful surprise to
each teacher who has been honored. The place of each teacher donation is determined through
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