The marketing mix

842 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
842
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The marketing mix

  1. 1. Chapter 8: Marketing 1
  2. 2. Chapter 8: Marketing The Four Ps of Marketing 1. Product 2. Price 3. Place 4. Promotion 2
  3. 3. Chapter 8: Marketing Products and Services The development of good products and services considers: - quality - design features - benefits 3
  4. 4. Chapter 8: Marketing Types of Consumer Products 1. Convenience 2. Shopping 3. Specialty 4
  5. 5. Chapter 8: Marketing Convenience Products Products that make life easier. Consumers buy often, don’t shop around and don’t delay purchase. 5
  6. 6. Chapter 8: Marketing Shopping Products Expensive or high quality products. Consumers will shop around for best deal. 6
  7. 7. Chapter 8: Marketing Specialty Products Unique, rare, hard to find products. Consumers won’t shop around and may go far to purchase specialty products. 7
  8. 8. Chapter 8: Marketing Price Businesses need to be price sensitive and look at their competitors’ prices for the same products. 8
  9. 9. Chapter 8: Marketing Types of Pricing Strategies 1. Skim Pricing 2. Penetration Pricing 3. Competitive Pricing 9
  10. 10. Chapter 8: Marketing Skim Pricing Initial price is set high because demand is high. As demand reduces so to will the price in order to increase demand. 10
  11. 11. Chapter 8: Marketing Penetration Pricing Initial price is set very low to attract customers in the hopes of establishing customer loyalty. As customer loyalty increases (demand) the price will be raised. 11
  12. 12. Chapter 8: Marketing Competitive Pricing Adjusting prices to match that of competitors’. This may lead to PRICE WARS! 12
  13. 13. Chapter 8: Marketing Place (Channels of Distribution) Channels of distribution are the paths of ownership that goods follow as they pass from the producer to the consumer. 13
  14. 14. Chapter 8: Marketing Channels of Distribution 1. Direct 2. Indirect 3. Specialty 14
  15. 15. Chapter 8: Marketing Direct Channel Products are sold directly to the consumer. Examples: •Farmer’s market •Bakery •Factory Outlet 15
  16. 16. Chapter 8: Marketing Indirect Channel Producer sells their product to an intermediary who then sells it to the consumer. This adds to the price. Producer  Intermediary  Consumer Example: Retailer 16
  17. 17. Chapter 8: Marketing Specialty Channel Consumer buys from a place other than a retail store. Example: • Online (e-commerce) • Vending machine • Catalogue • Telemarketing 17
  18. 18. Chapter 8: Marketing Promotion Promotion encourages consumers to buy products and services through: • • • • • Advertising Sales promotions Public relations Personal selling Direct marketing 18

×