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Marketing Mix (4p’s)
Slide 1
Product
Price
Place
Promotion
The marketing mix principles are controllable variables
which have to be carefully managed and must meet the
needs of the defined target group. All elements of the mix are
Linked and must support each other.
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Marketing Mix (4p’s)
Slide 2 Product
Product Decisions
Branding
Quality
Features
Benefits offered
We must remember that Marketing is fundamentally about providing the correct bundle of
benefits to the end user, hence the saying ‘Marketing is not about providing products or
services it is essentially about providing changing benefits to the changing needs and
demands of the customer’ (P.Tailor 7/00)
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Marketing Mix (4p’s)
Slide 3 Pricing
Penetration
Skimming
Pricing Strategies
Pricing is the only mix which generates a turnover
for the organisation. The remaining 3p’s are the
variable cost for the organisation. It costs to
produce and design a product, it costs to distribute
a product and costs to promote it. Price must
support these elements of the mix. Pricing is
difficult and must reflect supply and demand
relationship.
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Competition
Product Line
Bundle
Psychological
Marketing Mix (4p’s)
Slide 4 Promotion
Advertising
Public
Relations
Promotional Mix
Sales
Promotion
Personal
Selling
A successful product or service means nothing
unless the benefit of such a service can be
communicated clearly to the target market. An
organisations promotional mix can consist of:
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Direct
Mail
Internet/
E-commerce
Marketing Mix (4p’s)
Slide 5 Place
Direct Distribution
Indirect Distribution
Manufacturer
Manufacturer
Retailer
Consumer
Consumer
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