2. Marketing Mix
- Is a set of controllable and
connected variables that a company
gather to satisfy a customer better
than its competitors.
- Basis of the 7 P’s.
3. PRODUCT
- Marketing strategy typically starts with product.
-Refers to any goods and services that are produced to meet the
consumer’s wants, taste, and preferences.
- Business Goods and Consumer Goods
- Consumer Services and Professional
Services
4. PLACE
- Represents the location where the buyer and seller exchange
goods or services.
- Also called as distribution channel.
- It can include any physical store as well as
virtual stores or online shops on the internet.
5. Stages of Distribution Channel
1 Producer Wholesaler Retailer Consumer
2 Producer Retailer Consumer
3 Producer Consumer
6. PRICE
- The value of money in exchange for a product or service
- Consumer pay the price for a product or services to enjoy
it.
- PENETRATION PRICING
- Prices are set artificially low to gain market
share.
7. PROMOTION
- Refers to the complete set of activities, which
communicate the product, brand or service to the user.
Example:
- Advertising, Personal Selling, Sales Promotion,
Direct Marketing, and Social Media.
8. PEOPLE
- Are the ultimate marketing strategy.
- People is the ultimate marketing mix.
- Your team, your staffs, your audience, and your
advertisers are the people in marketing.
9. PACKAGING
- Considered as silent hero in the marketing world.
- Packaging is for protection, containment,
information, utility of use and promotion.
- Refers to the outside appearance of a product and how it
is presented to the customers.
10. POSITIONING
- Refers to a process used by marketers to create an image in
the minds of a target market.
- Solid positioning will allow a single product to
attract different customers for not the same reasons.
11. Activity!
1. Among the 7 P’s of the Marketing mix, which of these for you are the top
four (4) most important? Why?
2. Which among these 7 P’s for you is the least important? Defend your
answer.
