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Marketing Mix
The Marketing Mix


The tools available to a business to gain the
reaction it is seeking from its target market in
relati...
The Marketing Mix
Product
Product






The firm must come up with a product
or service that people will want to buy.
It must fulfil some need
or...
Product


Methods used to
improve/differentiate
the product and increase
sales or target sales more
effectively to gain
a...
Product or service

Core Product

Actual Product

Augmented
Product

CAR

Transportation

A motor car

Finance Availabilit...
Price
Price

• The price must be one that



Pricing Strategy
- International



Comparative
Cost plus

the customer thinks i...
Price



Pricing Strategy
Importance of:




Image copyright: www.freeimages.co.uk

knowing the market
elasticity
kee...
Promotion
Promotion




Strategies
to make the
consumer aware of
the existence of a
product
or service
NOT just advertising
The promotional message should
Grab

Attention
I

Stimulate nterest

Create

Desire

Promote

Action
Place
Place


The means by which products and services
get from producer
to consumer and where they can be
accessed by the cons...
People
People


People represent the business







The image they present can be important
First contact often human – wha...
People


People represent the business








The image they present can be important
First contact often human – w...
People


People represent the business








The image they present can be important
First contact often human – w...
Process
Process





How do people consume services?
What processes do they have to go through
to acquire the services?
Where d...
Physical Environment
Physical Environment











The ambience, mood or physical presentation of the environment
Packaging.
Intern...
THANK YOU
Marketing mix
Marketing mix
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Marketing mix

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7 P's of Marketing - A snapshot

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Marketing mix

  1. 1. Marketing Mix
  2. 2. 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 cope with today's changing environment
  3. 3. The Marketing Mix
  4. 4. Product
  5. 5. Product    The firm must come up with a product or service that people will want to buy. It must fulfil some need or want. It must be (or at least seem) unique.
  6. 6. 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. Image copyright: www.freeimages.co.uk
  7. 7. Product or service Core Product Actual Product Augmented Product CAR Transportation A motor car Finance Availability Hotel Accommodation Rooms Room service Airline Transportation An air plane A Football Club Entertainment An Insurance Company Safety Insurance policy Online availability Air Condition Cooling AC Warranty In flight Entertainment T-shirts – photos with players
  8. 8. Price
  9. 9. Price • The price must be one that  Pricing Strategy - International   Comparative Cost plus the customer thinks is good value for money. • This is not the same as being cheap! • Prices have a great psychological effect on customers.
  10. 10. Price   Pricing Strategy Importance of:    Image copyright: www.freeimages.co.uk knowing the market elasticity keeping an eye on rivals
  11. 11. Promotion
  12. 12. Promotion   Strategies to make the consumer aware of the existence of a product or service NOT just advertising
  13. 13. The promotional message should Grab Attention I Stimulate nterest Create Desire Promote Action
  14. 14. Place
  15. 15. 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?)
  16. 16. People
  17. 17. 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 Do staff represent the desired culture of the business?
  18. 18. 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?
  19. 19. 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?
  20. 20. Process
  21. 21. 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
  22. 22. Physical Environment
  23. 23. Physical Environment           The ambience, mood or physical presentation of the environment Packaging. Internet/web pages. Paperwork (such as invoices, tickets,…..). Brochures. Furnishings. Uniforms. Business cards. The building itself (such as prestigious offices or scenic headquarters). Mailboxes and many others . . . . . .
  24. 24. THANK YOU

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