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    The Marketing Mix

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    Brijesh Yadav

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    The Marketing Mix

    Uploaded by

    Brijesh Yadav
    13 views18 pages

    Original Title

    mix

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    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    13 views18 pages

    The Marketing Mix

    Uploaded by

    Brijesh Yadav

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 18

    http://www.bized.co.

    uk

    The Marketing Mix

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    The Marketing Mix

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    The Marketing Mix


    • The tools available to a business to gain
    the reaction it is seeking from its target
    market in relation to its marketing
    objectives
    • 7Ps – Price, Product, Promotion, Place,
    People, Process, Physical Environment
    • Traditional 4Ps extended to encompass
    growth of service industry

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Price

    Copyright 2006 – Biz/ed


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    Price
    • Pricing Strategy
    • Importance of:
    – knowing the
    market
    – elasticity
    – keeping an eye
    on rivals
    Image copyright: www.freeimages.co.uk

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Product

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Product
    • Methods used to
    improve/differentiate
    the product and increase
    sales or target sales more
    effectively to gain
    a competitive advantage
    e.g.
    – Extension strategies
    – Specialised versions
    – New editions
    – Improvements – real or
    otherwise!
    – Changed packaging
    Image copyright: www.freeimages.co.uk
    – Technology, etc.

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Promotion

    Copyright 2006 – Biz/ed


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    Promotion
    • Strategies
    to make the
    consumer aware
    of the existence
    of a product
    or service
    • NOT just
    advertising

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Place

    Copyright 2006 – Biz/ed


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    Place
    • The means by which products and
    services get from producer
    to consumer and where they can
    be accessed by the consumer
    – The more places to buy the product
    and the easier it is made to buy it,
    the better for the business (and the
    consumer?)

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    People

    Copyright 2006 – Biz/ed


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    People
    • People represent the business
    – The image they present can be important
    – First contact often human – what is the
    lasting image they provide to the customer?
    – Extent of training and knowledge
    of the product/service concerned
    – Mission statement – how relevant?
    – Do staff represent the desired culture
    of the business?

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Process

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Process
    • How do people consume services?
    • What processes do they have to go
    through to acquire the services?
    • Where do they find the availability
    of the service?
    – Contact
    – Reminders
    – Registration
    – Subscription
    – Form filling
    – Degree of technology

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Physical Environment

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    Physical Environment
    • The ambience, mood or physical
    presentation of the environment
    – Smart/shabby?
    – Trendy/retro/modern/old fashioned?
    – Light/dark/bright/subdued?
    – Romantic/chic/loud?
    – Clean/dirty/unkempt/neat?
    – Music?
    – Smell?

    Copyright 2006 – Biz/ed


    http://www.bized.co.uk

    The Marketing Mix


    • 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

    Copyright 2006 – Biz/ed

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