Download Define the marketing mix

5. The Marketing Mix and
Communications
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After carefully studying this chapter, you should
be able to:
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Define the marketing mix;
Identify and explain the 7 areas in the marketing mix;
Explain the need to integrate the mix;
Draw and explain a basic model of communication.
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5.1 Marketing mix defined
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Every profession has a central core of expertise.
For marketing it is called the marketing mix.
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Peter Kotler defines the marketing mix as:
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The marketing mix is the set of marketing tools that the
organisation uses to pursue its marketing objective.
The marketing mix contains 7Ps and 7Cs.
5.1.1 The 7Ps and 7Cs
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The marketing mix can be approached from two
direction:
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A self-centered ‘P’ approach – from the viewpoint of
the organization.
A consumer-centered ‘C’ approach – from the
viewpoint of the consumer.
Marketers should plan each P in terms of what it
will mean to customers. (examples on p.91)
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Product  Customer Value
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We don’t just buy a product. We buy what it can do. We
buy its value to us.
E.g.
Nobody wants a TV set because it is a TV set. We buy a
TV set because it allows us to watch TV programs.
Price  Cost to a customer
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Place  Convenient to a customer
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Suppliers have to place their product offers at places
where the customers/consumer feel convenient.
Promotion  Communication to a customer
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Marketers, as the bridge to the customer, must be expert
communicators in order to get the organisation’s
message crossed.
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Physical evidence  Confirmation to a customer
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When buying we all look for confirmation that our
decision is a good one.
 Appearance
 Manner
 Administration
 Promises
 Guarantee
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People  Consideration to customer
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Process  Co-ordination
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To simplify processes as far as possible.
To make sure processes are well co-ordinated so that
unnecessary duplication can be prevented.
Ps
Cs
Product is made by a supplier but
provides …………
Customer value
Price is set by a supplier but
is ………………………
Cost to a customer
Place is chosen by a supplier to place
product offers where they
are …………………
Promotion by the supplier
is …………………………
Convenient to a customer
Communication to a customer
Physical evidence for the supplier is ………………. Confirmation to a customer
People to a supplier is ……………………………… Consideration to a customer
Process to a supplier
is ………………………………
Co-ordination to a customer
5.1.2 Products and services
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Products are tangible; services are intangible.
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But many services also have physical presence:
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Hair dressing is a service, but it also needs a physical
location and hardware such as scissors and combs.
Restaurants offer a service, but they need the physical
location, the tables, chairs, butlery, etc.
5.2. Communication
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Sender
Communications model
Message
C
O
DI
N
G
Channel
Feedback
D
E
C
O
DI
N
G
Message
Receiver
AICDA model of communication
Attention
Interest
Comprehension
Desire
Action
5.2.2 Push and Pull Model
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Push: a self-centered P approach in the CoD.
Manufacturer
Wholesaler
Retailer
Customer
Consumer
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Pull: A customer-centered C approach in the CoD.
The consumer wants  the customer will buy  the shop will have to
buy stocks from the wholesaler  the wholesaler will have to buy from
the manufacturer/supplier
Manufacturer
Supply
Demand
Media
Wholesaler
Retailer
Customer
Consumer