This document discusses the marketing mix, which refers to the combination of marketing tools a company uses to satisfy customers and achieve organizational goals. It describes the traditional 4Ps of marketing - product, price, place, and promotion. It also discusses 3 additional Ps: people, process, and physical environment. For each P, key considerations are outlined, such as what to offer for product, pricing strategies, distribution channels for place, and advertising vs. personal selling for promotion. The marketing mix must be tailored based on objectives, products, target markets, and other factors.

1. MASEKO B.
201229275

2. BEFORE START
This presentation is about “MARKETING MIX” for
BUSINESS/EMS learners.
 It is a combination of a couple of presentations.


3. Marketing mix

The term 'marketing mix' was first used in 1953 when
Neil Borden, in his American Marketing Association
presidential address, took the recipe idea one step
further and coined the term "marketing-mix". A prominent
marketer, E. Jerome McCarthy, proposed a 4 P’s
classification in 1960, which has seen wide use.

4. What is marketing mix?
 Marketing
Mix is a combination of marketing tools
that a company uses to satisfy their target
customers, and achieving organizational goals.
McCarthy classified all these marketing tools
under four broad categories:

5. CONT…
 Product
 Price
 Place
 Promotion
 These
four elements are the basic
components of a marketing plan and are
collectively called 4 P’s of marketing.

6. PRICE
Pricing Strategy
 Importance of:
 knowing the market
 elasticity
 keeping an eye
on rivals

PRICE

7. PRICE CONT…

8. PRICE

9. PRODUCT

Product is the actually offering by the company to its targeted
customers which also includes value added stuff. Product may be
tangible (goods) or intangible (services).

For many a product is simply the tangible, physical entity that they
may be buying or selling.

Product decisions include:

What to offer?
Brand name
Packaging
Quality




10. PRODUCT CONT..

11. PRODUCT STRATEGY

12. PRODUCT RELATED FACTORS

Value : Price is an essential component, if it is
costly companies generally should follow Direct or
one level channel of distribution.

Nature: Customised product requires direct
channel. Standard product can be sold by indirect
channel.

Complexities: If product is complex, and requires
high level of technical knowledge then direct level
should be used

13. PLACE

It not only includes the place where the product is placed, all
those activities performed by the company to ensure the availability
of the product tot he targeted customers.

Placement decisions include:
Placement
Distribution channels
Logistics
Inventory
Order processing






14. PLACE CONT..

15. PLACE

16. PROMOTION

17. PROMOTION CONT..

Promotion includes all communication and selling activities to
persuade future prospects to buy the product. Promotion decisions
include:

Advertising
Media Types
Message
Budgets
Sales promotion
Personal selling
Public relations/publicity







18. PROMOTION STRATEGY

19. Value perceived
in the mind of
the consumer
Marketing
communications
Cover location,
distribution, channels
and logistics
Collection of features
and benefits that
provide customer
satisfaction

20. 7 P’S?
 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

21. PEOPLE

22. PEOPLE CONT…
 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?

23. PEOPLE

24. PROCESS

25. PROCESS CONT…
 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


26. PHYSICAL ENVIRONMENT

27. 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?


28. THE MARKETING MIX
Blend of the mix depends upon:
 Marketing objectives


Type of product

Target market

Market structure

29. CONT..

Rivals’ behaviour

Global issues – culture/religion, etc.

Marketing position

Product portfolio


Product lifecycle
Boston Matrix

30. Thank
you!

31. REFERENCE LIST

Antariksa, Y.(2007). Marketing Mix.
Retrieved from: http://www.slideshare.net/zoog/marketingmixunit2?qid=225971ad-9caf-4309-8e92e457fdbbaada&v=default&b=&from_search=34

Uzun, I. (2013). MARKETING MIX. Retrieved
from http://www.slideshare.net/isakuzun7/effective-use-of-marketingmix?qid=225971ad-9caf-4309-8e92-e457fdbbaada&v=qf1&b=&from_search=20
o
Yassine, O. (2013) Marketing strategies. Retrieved from:
http://www.slideshare.net/bouziani/marketing-mix-23996090?qid=225971ad9caf-4309-8e92-e457fdbbaada&v=default&b=&from_search=8