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Marketing Mix

Marketing Mix. Marketingový mix - 4P 4C (7P). Product 1.C - Customer Value Price 2.C - Costs Place 3.C - Convenience Promotion 4.C - Communication People Process Physical Environment. Product.

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Marketing Mix

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  1. Marketing Mix

  2. Marketingový mix - 4P 4C (7P) • Product 1.C - Customer Value • Price 2.C - Costs • Place 3.C - Convenience • Promotion 4.C - Communication • People • Process • Physical Environment

  3. Product A product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Steve Jobs is talking about the product - https://www.youtube.com/watch?v=-AxZofbMGpM https://www.youtube.com/watch?v=HaWkgg5l9sg https://www.youtube.com/watch?v=a38_qR-S8Yo

  4. The Three Levels of a Product

  5. Product - Task Try to find products to all four groups in BCG Matrix

  6. Price Demand curve Price elasticity Price wars Type of prices - brand positioning

  7. Price strategy Main Factors • Costs • Competitors (their prices) • Product value for the client How retailers get you to buy - https://www.youtube.com/watch?v=VcGR5dPpeME iPhone pricing - https://www.youtube.com/watch?v=6Brw4B33Jyo Value Based Strategy - https://www.youtube.com/watch?v=0oPIi_HVsy0

  8. Pricing

  9. Customer segments • Promotion insensitives • People does not react on sales at all, They are loyal to the brand • Stockpiling Loyalists • People react on the sales - they buy the product more when it is discounted (stock of goods) • Nonstockpiling promotion sensitives • The selection of the brand depends on the sales. They prefer brand which is with the discount • Stockpiling promotion sensitives • The selection of the brand depends on the sales and they even stock the products • On-deal-only consumers • People buy the products only when it is discounted

  10. Place • Place refers to distribution or the methods and location you use for your products or services to be easily accessible to the target customers. Your product or service dictates how it should be distributed. • Retail vs. Factory vs. Eshop vs. Agency • B2B vs. B2C • The product sales volume and its characteristics Selling Strategy • Selling directly • Selling through a reseller Market Coverage • Intensive distribution • Selective distribution • Exclusive distribution https://www.cleverism.com/place-four-ps-marketing-mix/

  11. Promotion Marketing communication (MarCom) • Fundamental and complex part of a company’s marketing efforts • All the messages and media you deploy to communicate with the market Communication Process • Source • Encoding • Message • Channel • Decoding • Receiver • Noise • Response/Feedback

  12. Marketing Communication Mix (MarCom Mix)

  13. People Employees Structure of the company Management Corporate culture Customer services Corporate Culture CEOs - https://www.youtube.com/watch?v=Ip3hCl0BWD8

  14. Process Services - hairdresser Quality management - Procedures in BMW - Lean management

  15. Physical environment Restaurant Toillets Gym Hairdresser - https://www.youtube.com/watch?v=IUpT2ZDmN9o

  16. Productivity & Quality “is what you’re offering your customer a good deal?”

  17. Packaging How the product will be protected

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