marketing presen raj 2k3
DESCRIPTION
its a concise presentation on markeTRANSCRIPT
RAJKUMAR LOHANO
Education: M.PHIL(Marketing, 2012 ), From IQRA
University MBA (Marketing,2009) From IBA,JAMSHORO BBA (Marketing,2008) From IBA,JAMSHORO
Home town: Mirpurkhas, Research: Consumer ethnocentrism and willingness to buy: analyzing the roll of three demographic factors.
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Topic
Marketing Mix
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Overview of Topic Background of Marketing MixDefinition ProductPrice Promotion Place
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BACKGROUNDThe term "marketing mix" became popularized after Neil
H. Borden published his 1964 article; The Concept of the Marketing Mix.
Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "Mixer of ingredients".
The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis.
E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing.
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What are the 4p’s?
The four P's are the parameters that the
marketing manager can control, subject to the
internal and external constraints of the
marketing environment.
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Marketing Mix 4P’s
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C
AdvertisingPublic relation
Sales promotion Sponsorship
Competitor price Total Cost
Brand Physical
Quality of service
Direct distribution Indirect distribution
Product
Promotion
Price
Place
CUSTOMER TARGET MARKET
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Product
Product may be a good
Product may be a combination of
both
Product may be a service
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Price
The demand curve shows how the price influence the amount people want to buy .
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Promotion
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Communicating the product with customer
Making customer aware the product is
for sale
Persuading them to buy it first time or to
buy it again
Telling or explaining to them what the product is about
Making customer aware of how the
products will serve their need
PROMOTION INCLUDES
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Personal selling Personal selling occurs where an individual
salesperson sells a product, service or solution to a client. Salespeople match the benefits of their offering to the specific needs of a client.
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Mass selling Communicating the large number of
customer at the same time.1. Advertising Any paid form of nonpersonal presentation of
ideas, goods, or services.2. Publicity Any unpaid form of nonpersonal presentation
of ideas, goods, or services.
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Sales Promotion
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Money off
couponsTokens Samples
Place Or Distribution
Place covers the variety of activities concerned with the movement of goods.
Customers care a lot about convenience and having the goods in a place that is easy for them to access.
Product reaches the customer through channel of distribution
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Thanks!
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