marketing mix
TRANSCRIPT
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The Marketing Mix
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4 Ps-model is most useful for:-low value consuming product
• 7 Ps-model (extended Marketing Mix):
It’s the 4 Ps parameters plus
People Process
Physical Evidence
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• 8 Ps-model:
- The 8th P for
PACKAGING: How the product is presented to
the customers
PHILOSOPHY:
A product should reflect the underlying philosophy or ethos of the organization
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SIVAIs another terminology used for the 4-Ps model in
a customer-oriented business
Solution ------------------ Product
Information -------------- Promotion
Value ---------------------- Price
Access -------------------- Place
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…..In India
• 4 As-Model:
- Acceptability of the product.
- Affordability of the product.
- Awareness of the product.
- Availability of the product.
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PRODUCT
It is the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic, and service attributes.
It is much more than just a physical object.
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PROMOTION
All of the tools available to the marketer to make the customer informed about the product.
Promotional mix elements:
Advertising Public relations
Sales promotion Personal selling
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PLACE(DISTRIBUTION – MARKET CHANNELS)
All of the activities utilized to move a product from production to consumption.
Direct Channel:
Customer
Indirect Channel:
Wholesaler
Retailer
Distributor
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PRICEPrice generates profit
How you positioned your product in terms of quality
EconomyEconomy PenetrationPenetration
SkimmingSkimming PremiumPremium
Low
Low
High
High
Quality
Price
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PEOPLE
People employed in the organization will determine the quality of service the customer receive
Happy, skilled, motivated, well trained staff
=
Happy customer
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PROCESS Processes involved in delivering a product to a
customer and the behavior of people
PHYSICAL EVIDENCEDescribes the type of image that a business
portrays through its physical presence
Premises Condition of vehicles
Reception area Appearance of staff
Business cards Brochure
Nestlé Factory
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THANK YOU