Actions Involving the Four Marketing Mix Elements: Product, Price, Promotion, and Place

"Applying Marketing
Knowledge." Question 4 states that "A college in a metropolitian area wishes to increase its evening-school offering of business-related courses such as marketing, accounting, finance, and management." It then asks, "Who are the target market customers (students) for these courses?" Let's change that question to "Georgia Southern University wishes to increase its evening-school offering of business-related courses such as marketing, accounting, finance, and management." Further, let's assume that the target market customers Georgia Southern hopes to acquire are 25 - 35 year olds that either did not go to college or dropped out of college and are now in the workforce and want to get a degree to improve their career opportunities. A typical customer could be a 27 year old male that dropped out of college after his first year and took a job in an auto repair shop. At first he loved his job, but over time he has decided that he does not want to be an auto mechanic for the rest of his working life. In fact, he dreams of opening his own auto repair shop specializing in high-end foreign car repairs. While he knows he needs a business degree to make his dream a reality, he cannot afford to quit his job and go back to school as a full-time student. An evening program would be ideal of his as it would allow him to get a business degree by taking classes in the evenings - while continuing to work at his current job during the day. Further, let's assume that Georgia Southern's focus for this target market are individual residing in the
Savannah area.
Address the following question : What actions involving the four marketing mix elements (product,price, promotion,and place) might be used torch the target market in question 4 (above)?