Marketing, Advertising and Consumer Protection: notes

Marketing mix (the four Ps)

• Product: what is sold.
• Price: what it costs.
• Place: where and how it reaches customers.
• Promotion: how customers hear about it.

Advertising

Media include radio, television, newspapers, posters and social media. Adverts inform and persuade; they raise costs and can mislead.

Consumers

• Rights include safety, information, choice and a fair deal.
• Consumer Council of Zimbabwe helps consumers; SAZ (Standards Association of Zimbabwe) sets product standards.

Government and business

Government taxes business (income tax, VAT, customs duty) and makes laws that protect workers and buyers.

Common mistake

Advertising is only one part of promotion; do not call it the whole marketing mix.