Name: Business English Vocabulary VV 45: Marketing Mix 4 P's (1) - English for Marketing
Uploaded: 2026-01-18T17:30:57.000Z
Duration: 8 min 28 s
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Basic passive voice

You're watching video vocab by businessenglishpod.com Today we're going to look at the Marketing mix, which is made up of the four Ps of product, price, place and promotion.

First, we'll cover ideas related to the product, which includes differentiation and positioning.

Modal verbs - B1

A company's products must also reflect its branding.

The second P is price and we'll look at ideas such as penetration, pricing and loss leaders as well as price points.

Marketing Mix Marketing Mix the various tools and methods a company uses to reach its customers is called the Marketing Mix.

This is made up of the four Ps of product, price, place and promotion.

we'll need to come up with the right marketing mix to make it work.

Product Product Features what a company sells to its customers is called the product.

Every product has certain features that make it attractive to customers and different from other products.

Every new product that Apple releases has features that make older products seem out of date.

Branding Branding Branding is how a company creates an identity for itself or its products using names, design and images.

Companies aim to have a brand that is recognizable and attractive.

The new website design has to fit with our overall branding as a high end retailer focused on luxury goods.

Differentiation Differentiation Differentiation is when a company makes its products or brand clearly different from other products or brands.

This involves showing the unique value of a product to consumers.

We need to make sure that we're clearly differentiating our free services from from our premium subscription service.

Positioning Positioning Positioning is the particular part of a market where a company decides to sell its products.

Effective positioning involves branding, clear differentiation and a good marketing strategy.

Whole Foods has positioned themselves at the high end of the grocery market selling to health conscious wealthy people.

Price Pricing Strategy Companies use price and pricing strategy to appeal to specific types of customers.

Tech companies often set initially high prices for new products, then lower their prices to attract a broader segment of consumers.

Price Point Price Point A product's price point is where it is positioned on a scale of possible prices.

Price point is chosen carefully to target different markets or types of customers.

If we increase the cost of this model beyond the typical price point for similar phones, we're going to see a drop in sales.

Penetration Pricing Penetration Pricing Penetration pricing involves setting a low price for a new product.

With penetration pricing, companies hope to attract customers away from more well known or established products.

Our new range of cleaning products is not well known right now, but

with a few months of penetration pricing we should be able to attract a lot of customers.

Loss Leader Loss Leader A loss leader is a pricing strategy where a company sells a product at a price that is not profitable.

The purpose is to attract customers who will then buy other higher priced goods.

Supermarkets commonly use cheap staples such as chips and soda as a loss leader to get people into their stores.

Now it's your turn to practice some of the words we've looked at in this lesson.

In a moment, you'll hear a series of sentences with a word replaced with a beep.

Repeat each sentence, including the missing word.

For example, if you I think we should try a penetration strategy for our new line of toys.

I think we should try a penetration pricing strategy for our new line of toys.

We'll provide the correct answer after each question.

Dollar stores need a high volume of sales because they're selling at such a low price.

Dollar stores need a high volume of sales because they're selling at such a low price point.

Our products are similar to our competitors, but we try to ourselves on service.

Our products are similar to our competitors, but we try to differentiate ourselves on service.

We need to get the marketing right on this new product or it won't be a success.

We need to get the marketing mix right on this new product or it won't be a success.

That's all for this episode of Video Vocab.

Be sure to check out our website at www.videovocab.tv for more videos on business English vocabulary.