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The Marketing Mix PowerPoint Presentation

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The Marketing Mix Presentation Transcript

Slide 1 - The Marketing Mix
Slide 2 - The Marketing Mix
Slide 3 - 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
Slide 4 - Price
Slide 5 - Price Pricing Strategy Importance of: knowing the market elasticity keeping an eye on rivals Image copyright: www.freeimages.co.uk
Slide 6 - Product
Slide 7 - 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
Slide 8 - Promotion
Slide 9 - Promotion Strategies to make the consumer aware of the existence of a product or service NOT just advertising
Slide 10 - Place
Slide 11 - 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?)
Slide 12 - People
Slide 13 - 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?
Slide 14 - Process
Slide 15 - 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
Slide 16 - Physical Environment
Slide 17 - 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?
Slide 18 - 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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