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5. The Marketing Mix and Communications

5. The Marketing Mix and Communications. After carefully studying this chapter, you should be able to: 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. The Marketing Mix and Communications

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  1. 5. The Marketing Mix and Communications • After carefully studying this chapter, you should be able to: • 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.

  2. 5.1 Marketing mix defined • Every profession has a central core of expertise. For marketing it is called the marketing mix. • Peter Kotler defines the marketing mix as: • 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.

  3. 5.1.1 The 7Ps and 7Cs • The marketing mix can be approached from two direction: • 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)

  4. Product  Customer Value • 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

  5. Place  Convenient to a customer • Suppliers have to place their product offers at places where the customers/consumer feel convenient. • Promotion  Communication to a customer • Marketers, as the bridge to the customer, must be expert communicators in order to get the organisation’s message crossed.

  6. Physical evidence  Confirmation to a customer • When buying we all look for confirmation that our decision is a good one. • Appearance • Manner • Administration • Promises • Guarantee

  7. People  Consideration to customer • Process  Co-ordination • To simplify processes as far as possible. • To make sure processes are well co-ordinated so that unnecessary duplication can be prevented.

  8. 5.1.2 Products and services • Products are tangible; services are intangible. • But many services also have physical presence: • 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.

  9. 5.2. Communication • Communications model DECODING CODING Channel Sender Receiver Message Message Feedback

  10. AICDA model of communication Attention Interest Comprehension Desire Action

  11. 5.2.2 Push and Pull Model • Push: a self-centeredP approach in the CoD. Manufacturer Wholesaler Retailer Customer Consumer

  12. Pull: A customer-centeredC 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 Media Wholesaler Demand Retailer Customer Consumer

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