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ACCURATE INSTITUTE OF MANAGEMANT
              &TECHNOLOGY




Submitted to:             Submitted By:
Porf. Arun Kumar Singh    Ankur Yadav(4031)
                          Sujeet Kumar(4191)
MARKETING

 Marketing is a process
 that      depends     on
 customer‘s needs &
 demands. And needs &
 demands are dynamic
 that changes time to
 time     so   marketing
 definition        change
 according     to    time
 period.
Marketing definition

1 According to my opinion the best definition of
    marketing.
    ―Marketing is a process of identifying, satisfying
    and retaining customers profitably‖
 2 According to American Marketing Association new
    definition of marketing.
   “Marketing is the activity, set of institutions, and
  processes for creating, communicating, delivering,
  and exchanging offerings that have value for
  customers, clients, partners, and society at large.”
Marketing definition contd.
 American marketing association old definition for
 marketing.
  “Marketing is an organizational function and a set
 of processes for creating, communicating, and
 delivering value to customers and for managing
 customer relationships in ways that benefit the
 organization and its stakeholders.”
Another definition-
 The process of planning and executing the
 conception, pricing, and distribution of ideas, goods,
 and services to create exchanges that satisfy
 individual and organizational objectives.
ABOUT MARKETING

* The marketing process is central to the business
  performance of companies, large and small,
  because it addresses the most important aspects of
  the competitive marketplace.
* It’s a bit of a mouthful, but it highlights that the
  customer is at the heart of marketing, and
  businesses ignore this at their peril.
* In essence, the marketing function is the study of
  market forces and factors and the development of a
  company’s position to optimise its benefits from
  them.
ABOUT MARKETING

 It is all about getting the right product or services to
  the customer at right price, in the place, at the right
  time.
 Both business history and current practice remind us
  that without proper marketing, companies cannot
  get close to customers and satisfy their needs. And if
  they don‘t, a competitor surely will.
ABOUT MARKETING

 successful marketing depends up on addressing a
    number of key issues. These include:-
   What a company is going to produce
   How much it is going to charge;
   How it is going to deliver its products or services to
    the customer;
   How it is going to tell its customers about its
    products and services.
   These consideration is known as 7 p‘s of marketing
    and it is also known as marketing mix
ABOUT MARKETING

 Marketing constitutes just one of the functions
  available to every business. Along with research,
  production, finance, accounting, and a myriad of
  other functions, marketing contributes to the ability
  of a business to succeed.
 There is a long-standing myth that marketing is easy.
  But after knowing the concept of marketing , you
  may conclude that marketing is interesting, fun
  challenging—even vague-but it is not easy.
About marketing

 Marketing is most successful when the philosophy,
  tasks, and manner of implementing available
  technology are coordinated and complementary.
 ―Find and keep customer‖ is the main motive of
  marketing.
Types Of Marketing
 Different author divides marketing in different way
  and here we are giving details about in two way.
 According to Tangibility, standardization, storage,
  production, involvement.
1. Goods marketing – ex- manufacturing comapny
2. Services marketing- ex – banking sector
Types Of Marketing

 According to nature of contact, information, process
  for purchasing and delivery.
1. Mass marketing – ex- sony
2. Direct marketing-ex- magazine
3. Internet marketing- ex- flipkart.com
Types Of Marketing

 According to geographic area, extent of distribution,
  network, marketing variation commitment to
  country.
1. Local marketing
2.Regional marketing
3.National marketing
4.International marketing
5.Global marketing
Details About Types Of Marketing

1 .Mass Marketing- Mass marketing is distinguished from direct
   marketing in terms of the distance between the manufacturer
   and the ultimate user of the product. Mass marketing is
   characterized as having wide separation and indirect
   communication. A mass marketer, such as Nike, has very little
   direct contact with its customers and must distribute its
   product through various retail outlets alongside its
   competitors. Communication is impersonal, as evidenced by
   its national television and print advertising campaigns,
   couponing, and point-of-purchase displays. The success of
   mass marketing is contingent on the probability that within
   the huge audience exposed to the marketing strategy.. there
   exist sufficient potential customers interested in the product
   to make the strategy worthwhile.
Details About Types Of Marketing

2. Direct Marketing- Direct marketing establishes a
  somewhat personal relationship with the customer
  by first allowing the customer to purchase the
  product directly from the manufacturer and then
  communicating with the customer on a first-name
  basis. This type of marketing is experiencing
  tremendous growth. Apparently, marketers have
  tired of the waste associated with mass marketing
  and customers want more personal attention. Also,
  modem mechanisms for collecting and processing
  accurate mailing lists have greatly increased the
  effectiveness of direct marketing.
Details About Types Of Marketing

 Internet Marketing - Internet marketing is a type of
 direct marketing, it has evolved so quickly and
 demanded the attention of so many companies that a
 separate section here is warranted. Essentially,
 Internet technology (which changes by the moment)
 has created a new way of doing business.
 Flipkart.com, Watchkart.com is the best example of
 e-business.
Marketing Mix & 4 p‘s

 It is the same with the
  marketing mix.
 The offer you make to
  your customer can be
  altered by varying the
  mix elements.
 So for a high profile
  brand, increase the focus
  on promotion and
  desensitize the weight
  given to price
Marketing Mix

 Customizing your offer to your customer by varying
  the mix elements.
 The Marketing Mix is like the artist's palette.
 The marketer mixes the prime colors (mix elements)
  in different quantities to deliver a particular final
  color.
 Every hand painted picture is original in some way,
  as is every marketing mix.
Extended Marketing Mix

 Booms and Bitner
  included three additional
  'Ps' to accommodate
  trends towards a service
  or knowledge based
  economy:
 People
 Process
 Physical Evidence
The Marketing Mix
7Ps & 7Cs
The 7 Ps                  The 7 Cs
Organisation          Customer Facing
 Facing
        Product = Customer/ Consumer
           Price = Cost
           Place = Convenience
      Promotion = Communication
         People = Caring
       Processes = Co-ordinated
Physical Evidence = Confirmation
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
PRICE
PRICE

A product is only worth what customers are prepared
to pay for it. The price also needs to be competitive,
but this does not necessarily mean the cheapest; the
small business may be able to compete with larger
rivals by adding extra services or details that will
offer customers better value for money. Your pricing
must also provide a profit. It is the only element of
the marketing mix that generate revenue, everything
else represents a cost.
PRICE

 Thinking of price as ‗cost‘ to the customer helps to
  underscore why it is so important.
 Price positions you in the market place – the more
  you charge, the more value or quality your customers
  will expect for their money.
 Existing customers are generally less sensitive about
  price than new customers, a good reason for looking
  after them well.
 If you decide in favour of a higher priced added-
  value approach, remember that price ‗positions‘ you
  in the marketplace.
Different parts of Pricing

 Price Skimming – An approach under which a
 producer sets a high price for a new high-end
 product (such as an expensive perfumes) or a
 uniquely differentiated technical product. Its
 objective is to obtain maximum revenue from the
 market before substitutes products appear. After that
 is accomplished, the producer can lower the price
 drastically to capture the low-end buyers and to
 thwart the copycat competitors.
Different parts of Pricing

 Penetration pricing - A marketing strategy used by
 firms to attract customers to a new product or
 service. Penetration pricing is the practice of offering
 a low price for a new product or service during its
 initial offering in order to attract customers away
 from competitors. The reasoning behind this
 marketing strategy is that customers will buy and
 become aware of the new product due to its lower
 price in the marketplace relative to rivals.
Different parts of Pric

 Psychological pricing-    Setting prices according to
  the psychographics of the aimed-at market segment.
 Cost-plus pricing- One method used by businesses to
  determine how to price goods and services. This type
  of pricing includes the variables costs associated with
  the goods, as well as a portion of the fixed costs of
  operating the business.
Pricing Strategy

Importance of:
 knowing the market
 elasticity

 keeping an eye
  on rivals
PRODUCT
PRODUCT
 There    is no point in
 developing a product or
 service that no one wants
 to     buy,      yet    many
 businesses decide what to
 offer first, and then hope to
 find a market fir it
 afterwards. In contrast, the
 successful company will
 find out what customers
 need or want and then
 develop the right product
 with the right level of
 quality to meet those needs
 now and in the future.
PRODUCT

 The perfect product must provide value for the
  customer. This value is in the eye of the beholder, we
  must give our customer what they want, not what we
  think they want.
 A product does not have to be tangible, an insurance
  policy can be a product.
 You need a system in place to regularly check what
  your customers think about your product, your
  supporting services.
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
   Technology, etc.
Promotion
PROMOTION

Promotion is the way a company communicates what
it does and what it can offer customers. It includes
activities such as branding, advertising , PR,
corporate identity, sales management, special offers
and exhibitions. Promotion must gain attention, be
appealing, tell a consistent message and above all
else give the customer a reason to choose your
product rather than someone else‘s.
PROMOTION

 Good promotion is not one-way communication, It
  paves the way for dialogue with customers.
 Promotion should communicate the benefits that a
  customer obtains from a product, and not just the
  feature of that product.
 Whether your promotional material is a single sheet
  or a complex brochure, folder or catalogue, it must
  grab the attention of your customers. It should be
  easy to read and enable the customer to identify why
  they should buy your products.
PROMOTION

1. Advertising - The activity or profession of
  producing information for promoting the sale of
  commercial products or services.
2. Branding - An identifying symbol, words, or mark
  that distinguishes a product or company from its
  competitors. Usually brands are registered
  (trademarked) with a regulatory authority and so
  cannot be used freely by other parties. For many
  products and companies, branding is an essential
  part of marketing.
PROMOTION

 Endorsement - A written or public statement by a
  celebrity, business or professional group extolling
  the virtues of a product and recommending the use
  of the product to the public. A product endorsement
  from an authoritative figure is a key element in
  business advertising and marketing campaigns.
 Competitive advantage – promotion differentiate
  your product with your competitors. And provide
  edge in business.
PROMOTIONS

 A brochure isn‘t necessarily the best way of
 promoting your business, the problem being that
 once a brochure has been printed, the information is
 fixed. You can‘t change or remove anything should
 the need arise. A more cost effective and flexible
 option might be a folder with a professionally
 designed sheet inside, over a series of your own
 information sheets can be customized by varying
 them to suit the target customers and/or changing
 them as required.
PROMOTIONS

 Promotion does not just mean communicating to
 your customers. It is just as important to ensure your
 internal stakeholder are aware of the value and
 attributes of your products. This mean
 communicating effectively to your staff/fellow
 employees and share expertise with their customers.
PLACE
PLACE

• The place where customers buy a product, and the
  means of distributing your product to that place,
  must be appropriate and convenient for the
  customer. The product must be available in the right
  place, at the right time and in the right quantity,
  while keeping storage, inventory and distribution
  costs to an acceptable level.
• Customer surveys have shown that delivery
  performance is one of the most important criteria
  when choosing a supplier.
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)
PLACE

 Retail - A business or person that sells goods to the
  consumer, as opposed to a wholesaler or supplier,
  who normally sell their goods to another business.
  Or we can say that selling directly to consumers.
 Wholesaler - Person or firm that buys large quantity
  of goods from various producers or vendors,
  warehouses them, and resells to retailers.
  Wholesalers who carry only non-competing goods or
  lines are called distributors.
PLACE

 Direct selling - Face to face presentation,
 demonstration, and sale of products or services,
 usually at the home or office of a prospect by the
 independent direct sales representatives. Employed
 by firms such as Avon, Mary Kay, and Tupperware,
 direct selling differs from network marketing in that
 it offers little or no incentives for recruiting ever
 increasing number of sales representatives.
PEOPLE
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?
PROCESS
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
PHYSICAL EVIDENCE
PHYSICAL EVIDENCE

 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?
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
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Marketing & 7 p's

  • 1. ACCURATE INSTITUTE OF MANAGEMANT &TECHNOLOGY Submitted to: Submitted By: Porf. Arun Kumar Singh Ankur Yadav(4031) Sujeet Kumar(4191)
  • 2. MARKETING  Marketing is a process that depends on customer‘s needs & demands. And needs & demands are dynamic that changes time to time so marketing definition change according to time period.
  • 3. Marketing definition 1 According to my opinion the best definition of marketing. ―Marketing is a process of identifying, satisfying and retaining customers profitably‖ 2 According to American Marketing Association new definition of marketing. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
  • 4. Marketing definition contd.  American marketing association old definition for marketing. “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” Another definition- The process of planning and executing the conception, pricing, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
  • 5. ABOUT MARKETING * The marketing process is central to the business performance of companies, large and small, because it addresses the most important aspects of the competitive marketplace. * It’s a bit of a mouthful, but it highlights that the customer is at the heart of marketing, and businesses ignore this at their peril. * In essence, the marketing function is the study of market forces and factors and the development of a company’s position to optimise its benefits from them.
  • 6. ABOUT MARKETING  It is all about getting the right product or services to the customer at right price, in the place, at the right time.  Both business history and current practice remind us that without proper marketing, companies cannot get close to customers and satisfy their needs. And if they don‘t, a competitor surely will.
  • 7. ABOUT MARKETING  successful marketing depends up on addressing a number of key issues. These include:-  What a company is going to produce  How much it is going to charge;  How it is going to deliver its products or services to the customer;  How it is going to tell its customers about its products and services.  These consideration is known as 7 p‘s of marketing and it is also known as marketing mix
  • 8. ABOUT MARKETING  Marketing constitutes just one of the functions available to every business. Along with research, production, finance, accounting, and a myriad of other functions, marketing contributes to the ability of a business to succeed.  There is a long-standing myth that marketing is easy. But after knowing the concept of marketing , you may conclude that marketing is interesting, fun challenging—even vague-but it is not easy.
  • 9. About marketing  Marketing is most successful when the philosophy, tasks, and manner of implementing available technology are coordinated and complementary.  ―Find and keep customer‖ is the main motive of marketing.
  • 10. Types Of Marketing  Different author divides marketing in different way and here we are giving details about in two way.  According to Tangibility, standardization, storage, production, involvement. 1. Goods marketing – ex- manufacturing comapny 2. Services marketing- ex – banking sector
  • 11. Types Of Marketing  According to nature of contact, information, process for purchasing and delivery. 1. Mass marketing – ex- sony 2. Direct marketing-ex- magazine 3. Internet marketing- ex- flipkart.com
  • 12. Types Of Marketing  According to geographic area, extent of distribution, network, marketing variation commitment to country. 1. Local marketing 2.Regional marketing 3.National marketing 4.International marketing 5.Global marketing
  • 13. Details About Types Of Marketing 1 .Mass Marketing- Mass marketing is distinguished from direct marketing in terms of the distance between the manufacturer and the ultimate user of the product. Mass marketing is characterized as having wide separation and indirect communication. A mass marketer, such as Nike, has very little direct contact with its customers and must distribute its product through various retail outlets alongside its competitors. Communication is impersonal, as evidenced by its national television and print advertising campaigns, couponing, and point-of-purchase displays. The success of mass marketing is contingent on the probability that within the huge audience exposed to the marketing strategy.. there exist sufficient potential customers interested in the product to make the strategy worthwhile.
  • 14. Details About Types Of Marketing 2. Direct Marketing- Direct marketing establishes a somewhat personal relationship with the customer by first allowing the customer to purchase the product directly from the manufacturer and then communicating with the customer on a first-name basis. This type of marketing is experiencing tremendous growth. Apparently, marketers have tired of the waste associated with mass marketing and customers want more personal attention. Also, modem mechanisms for collecting and processing accurate mailing lists have greatly increased the effectiveness of direct marketing.
  • 15. Details About Types Of Marketing  Internet Marketing - Internet marketing is a type of direct marketing, it has evolved so quickly and demanded the attention of so many companies that a separate section here is warranted. Essentially, Internet technology (which changes by the moment) has created a new way of doing business. Flipkart.com, Watchkart.com is the best example of e-business.
  • 16. Marketing Mix & 4 p‘s  It is the same with the marketing mix.  The offer you make to your customer can be altered by varying the mix elements.  So for a high profile brand, increase the focus on promotion and desensitize the weight given to price
  • 17. Marketing Mix  Customizing your offer to your customer by varying the mix elements.  The Marketing Mix is like the artist's palette.  The marketer mixes the prime colors (mix elements) in different quantities to deliver a particular final color.  Every hand painted picture is original in some way, as is every marketing mix.
  • 18. Extended Marketing Mix  Booms and Bitner included three additional 'Ps' to accommodate trends towards a service or knowledge based economy:  People  Process  Physical Evidence
  • 20. 7Ps & 7Cs The 7 Ps The 7 Cs Organisation Customer Facing Facing Product = Customer/ Consumer Price = Cost Place = Convenience Promotion = Communication People = Caring Processes = Co-ordinated Physical Evidence = Confirmation
  • 21. 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
  • 22. PRICE
  • 23. PRICE A product is only worth what customers are prepared to pay for it. The price also needs to be competitive, but this does not necessarily mean the cheapest; the small business may be able to compete with larger rivals by adding extra services or details that will offer customers better value for money. Your pricing must also provide a profit. It is the only element of the marketing mix that generate revenue, everything else represents a cost.
  • 24. PRICE  Thinking of price as ‗cost‘ to the customer helps to underscore why it is so important.  Price positions you in the market place – the more you charge, the more value or quality your customers will expect for their money.  Existing customers are generally less sensitive about price than new customers, a good reason for looking after them well.  If you decide in favour of a higher priced added- value approach, remember that price ‗positions‘ you in the marketplace.
  • 25. Different parts of Pricing  Price Skimming – An approach under which a producer sets a high price for a new high-end product (such as an expensive perfumes) or a uniquely differentiated technical product. Its objective is to obtain maximum revenue from the market before substitutes products appear. After that is accomplished, the producer can lower the price drastically to capture the low-end buyers and to thwart the copycat competitors.
  • 26. Different parts of Pricing  Penetration pricing - A marketing strategy used by firms to attract customers to a new product or service. Penetration pricing is the practice of offering a low price for a new product or service during its initial offering in order to attract customers away from competitors. The reasoning behind this marketing strategy is that customers will buy and become aware of the new product due to its lower price in the marketplace relative to rivals.
  • 27. Different parts of Pric  Psychological pricing- Setting prices according to the psychographics of the aimed-at market segment.  Cost-plus pricing- One method used by businesses to determine how to price goods and services. This type of pricing includes the variables costs associated with the goods, as well as a portion of the fixed costs of operating the business.
  • 28. Pricing Strategy Importance of:  knowing the market  elasticity  keeping an eye on rivals
  • 30. PRODUCT  There is no point in developing a product or service that no one wants to buy, yet many businesses decide what to offer first, and then hope to find a market fir it afterwards. In contrast, the successful company will find out what customers need or want and then develop the right product with the right level of quality to meet those needs now and in the future.
  • 31. PRODUCT  The perfect product must provide value for the customer. This value is in the eye of the beholder, we must give our customer what they want, not what we think they want.  A product does not have to be tangible, an insurance policy can be a product.  You need a system in place to regularly check what your customers think about your product, your supporting services.
  • 32. 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  Technology, etc.
  • 34. PROMOTION Promotion is the way a company communicates what it does and what it can offer customers. It includes activities such as branding, advertising , PR, corporate identity, sales management, special offers and exhibitions. Promotion must gain attention, be appealing, tell a consistent message and above all else give the customer a reason to choose your product rather than someone else‘s.
  • 35. PROMOTION  Good promotion is not one-way communication, It paves the way for dialogue with customers.  Promotion should communicate the benefits that a customer obtains from a product, and not just the feature of that product.  Whether your promotional material is a single sheet or a complex brochure, folder or catalogue, it must grab the attention of your customers. It should be easy to read and enable the customer to identify why they should buy your products.
  • 36. PROMOTION 1. Advertising - The activity or profession of producing information for promoting the sale of commercial products or services. 2. Branding - An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.
  • 37. PROMOTION  Endorsement - A written or public statement by a celebrity, business or professional group extolling the virtues of a product and recommending the use of the product to the public. A product endorsement from an authoritative figure is a key element in business advertising and marketing campaigns.  Competitive advantage – promotion differentiate your product with your competitors. And provide edge in business.
  • 38. PROMOTIONS  A brochure isn‘t necessarily the best way of promoting your business, the problem being that once a brochure has been printed, the information is fixed. You can‘t change or remove anything should the need arise. A more cost effective and flexible option might be a folder with a professionally designed sheet inside, over a series of your own information sheets can be customized by varying them to suit the target customers and/or changing them as required.
  • 39. PROMOTIONS  Promotion does not just mean communicating to your customers. It is just as important to ensure your internal stakeholder are aware of the value and attributes of your products. This mean communicating effectively to your staff/fellow employees and share expertise with their customers.
  • 40. PLACE
  • 41. PLACE • The place where customers buy a product, and the means of distributing your product to that place, must be appropriate and convenient for the customer. The product must be available in the right place, at the right time and in the right quantity, while keeping storage, inventory and distribution costs to an acceptable level. • Customer surveys have shown that delivery performance is one of the most important criteria when choosing a supplier.
  • 42. 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)
  • 43. PLACE  Retail - A business or person that sells goods to the consumer, as opposed to a wholesaler or supplier, who normally sell their goods to another business. Or we can say that selling directly to consumers.  Wholesaler - Person or firm that buys large quantity of goods from various producers or vendors, warehouses them, and resells to retailers. Wholesalers who carry only non-competing goods or lines are called distributors.
  • 44. PLACE  Direct selling - Face to face presentation, demonstration, and sale of products or services, usually at the home or office of a prospect by the independent direct sales representatives. Employed by firms such as Avon, Mary Kay, and Tupperware, direct selling differs from network marketing in that it offers little or no incentives for recruiting ever increasing number of sales representatives.
  • 46. 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?
  • 48. 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
  • 50. PHYSICAL EVIDENCE  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?
  • 51. 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