Download MARKETING MIX

Marketing Mix
Marketing
Mix
Product
Promotion
Price
Place
PROMOTION
This is the attempt to draw attention to
a product or business in order to gain
new customers or to retain existing
ones.
It includes all of the tools available to
the marketer to communicate with the
public.
Advertising
Word of
Mouth
PROMOTION
Public
Relations
Sales
Promotion
Advertising
This is a form of
communication that typically
attempts to persuade potential
customers to purchase or to
consume more of a particular
product or service.
Main
advertising
media:
Television
Billboard
Blimps
Magazines
Radio
Brochures
Promotional Items
Types of Advertising:
Informative
Persuasive
Informative advertising
Informative advertising is designed
to increase customer awareness
providing any information that the
customer may need.
Examples of Informative Advertising:
Medicine
Laptops/Computers
Electronics
Cars
Student Activity:
Why do advertisements for the above products
need to be informative?
Persuasive advertising
Persuasive advertising uses
techniques to convince consumers to
purchase products. It often stresses
that the product is more desirable
than others.
Homework:
(1) Find and cut out ONE
informative advertisement and
ONE persuasive advertisement
from a newspaper or magazine
Homework:
(2) Construct a table showing the
advantages and disadvantages
of Advertising
Sales Promotion
This refers to all other techniques used to
encourage sales such as:
Buy one,
Get one free
Contests/
Competitions
Free sample
Coupons
Introductory offers
(Free installation)
Discounts
Loss leaders
These are products that are sold
below cost price. Losses are
made but the greater advantage
is that it draws customers to the
store and they may also buy
other products.
Public Relations
This is a company’s attempt to
communicate with groups that form
its ‘public’.
The aim is to increase sales by
improving the image of the firm and
its products.
Groups that are included in a
company’s ‘public’:
Customers
Suppliers
Distributors
Shareholders
Trade Unions
Banks
EXAMPLE:
• A new restaurant may advertise
themselves as an introduction to the
public. However, if an article is done in
a newspaper of the new restaurant,
customers may take it more seriously.
EXAMPLE:
• Press Conferences involve inviting
journalists to a company presentation.
New products may be launched and
samples may be given out
• Some companies appoint a Publicity
Manager. This is done to promote
favourable press stories and also to
respond to criticism
• Sponsorship.
• This is popular in the sporting world.
There is a link between certain
companies and sporting events or
sports personalities.
Word of mouth
Word of mouth
This is the passing of information from
person to person.
A satisfied customer who
recommends a product to a potential
customer acts as an advertisement for
the company’s products or service.
For every three people willing to
spread positive word there are thirtythree who will spread the negative.
When past customers tell other
people how great a service is, it
makes people feel secure and safe.
Testimonies can be used as a
marketing tool.