Marketing Mix: People, Packaging, Positioning

Vocabulary flashcards covering key terms and concepts from the lecture on People, Packaging, and Positioning within the marketing mix.

Marketing Mix (Extended)

Traditional 4Ps (Product, Price, Place, Promotion) expanded to include additional Ps such as People, Packaging, and Positioning.

People (Marketing Mix)

All human actors—employees, customers, suppliers, investors—who influence product creation and service delivery and shape buyer perceptions.

"Backbone of the Company"

Phrase highlighting that a firm’s success ultimately relies on the quality and contribution of its people.

Packaging (Marketing Mix)

The physical container or wrapping that first meets the consumer’s eye; called the “gold star” of the mix for its power to attract attention and signal value.

Silent Salesman

Nickname for packaging because it helps drive sales even when no human promoter is present.

Category / Product Type

Packaging element that clarifies whether the item is food, non-food, chemical, etc., preventing consumer confusion.

Brand (on Packaging)

The product name or logo displayed on the pack, aiding recognition and recall among customers.

Variant

Packaging cue that indicates the specific option or flavor offered within a product line.

Functional Benefit

Statement on packaging that explains what the product does for the consumer (e.g., ‘4× straighter hair’).

Reason to Believe

Evidence or support on packaging that makes the functional benefit credible (e.g., clinical tests, ingredient lists).

Emotional End-Promise

Packaging message showing how functional benefits satisfy higher-level needs or feelings (confidence, joy, etc.).

Call-to-Action (CTA)

Prompt on the package telling consumers what to do next, such as ‘Try it today’ or ‘Pull tab on top.’

Mandatory Information

Size, weight, content details, and other regulatory facts that must appear on packaging for consumer awareness.

What & Why Rule

Guideline stating that packaging must tell consumers WHAT the product is and WHY they should buy it.

Positioning

Marketing activity of crafting a product’s image in the minds of target customers relative to competitors.

Positioning by Product Benefit

Strategy that highlights a unique advantage or solution delivered by the product.

Positioning by Price / Quality

Strategy that frames the offering as premium quality or great value based on its cost–benefit equation.

Positioning by Competition

Strategy that defines a product in contrast to rival brands to occupy a distinct market niche.