4.mkng mix
-
Upload
puneet-gupta -
Category
Documents
-
view
218 -
download
0
Transcript of 4.mkng mix
-
8/8/2019 4.mkng mix
1/23
Page 1
Marketing Mix
-
8/8/2019 4.mkng mix
2/23
Page 2
Introduction
"Marketing mix" is a general phrase usedto describe the different kinds of choicesorganizations have to make in the whole
process of bringing a product or service tomarket.
The 4 Ps is one way - probably the best-known way - of defining the marketing mix,and was first expressed in 1960 by E JMcCarthy
-
8/8/2019 4.mkng mix
3/23
Page 3
Definition
The 'marketing mix' is a set of
controllable, tactical marketing
tools that work together toachieve company's objectives
-
8/8/2019 4.mkng mix
4/23
Page 4
-
8/8/2019 4.mkng mix
5/23
Page 5
-
8/8/2019 4.mkng mix
6/23
Page 6
-
8/8/2019 4.mkng mix
7/23
Page 7
ProductA tangible object or an intangible service that is
mass produced or manufactured on a largescale with a specific volume of units.
Sub- Component:-
Feature Design Brand Package Service Warranty Quality
Style
-
8/8/2019 4.mkng mix
8/23
Page 8
-
8/8/2019 4.mkng mix
9/23
Page 9
Price
The price is the amount a customer pays forthe product.
Sub components:-
Price
Payment period
Discount
Commission
Credit terms
-
8/8/2019 4.mkng mix
10/23
Page 10
-
8/8/2019 4.mkng mix
11/23
Page 11
Place/Distribution
Place represents the location where aproduct can be purchased.
Sub components:-
Channels Location Delivery
Transport Retailing Wholeselling Inventory Control
-
8/8/2019 4.mkng mix
12/23
Page 12
-
8/8/2019 4.mkng mix
13/23
Page 13
Promotion
NOT just advertising
Promotion represents all of the communicationsthat a marketer may use in the marketplace.
Sub Components:-
Advertising
Sales Promotion
Personal selling Publicity
-
8/8/2019 4.mkng mix
14/23
Page 14
-
8/8/2019 4.mkng mix
15/23
Page 15
-
8/8/2019 4.mkng mix
16/23
Page 16
People
All people who directly or indirectly
influence the perceived value of theproduct or service, including knowledge
workers, employees, management andconsumers.
-
8/8/2019 4.mkng mix
17/23
Page 17
-
8/8/2019 4.mkng mix
18/23
Page 18
Process
Procedures, mechanisms and flow of activitieswhich lead to an exchange of value.
How do people consume services? What processes do they have to go through to acquire
the services? Where do they find the availabilityof the service? Contact Reminders Registration Subscription Form filling Degree of technology
-
8/8/2019 4.mkng mix
19/23
Page 19
-
8/8/2019 4.mkng mix
20/23
Page 20
Physical evidence
The direct sensory experience of aproduct or service that allows a customerto measure whether he or she hasreceived value.
Examples might include the way acustomer is treated by a staff member, orthe length of time a customer has to wait,
or a cover letter from an insurancecompany, or the environment in which aproduct or service is delivered.
-
8/8/2019 4.mkng mix
21/23
Page 21
The ambience, mood or physicalpresentation of the environment
Smart/shabby?
Trendy/retro/modern/old fashioned?
Light/dark/bright/subdued?
Romantic/chic/loud?
Clean/dirty/unkempt/neat?
Music?
Smell?
-
8/8/2019 4.mkng mix
22/23
Page 22
Blend of the mix depends
upon: Marketing objectives
Type of product
Target market
Market structure
Rivals behaviour
Global issues culture/religion, etc.
Marketing position
Product portfolio
Product lifecycle
Boston Matrix
-
8/8/2019 4.mkng mix
23/23
Page 23