Scribd
Upload
108 views20 pages

The Marketing Mix: Regional Institute of Cooperative Management

The document discusses the marketing mix, which comprises the 7Ps - Price, Product, Promotion, Place, People, Process, and Physical Environment. It explains each P in some detail, such as pricing strategies, product differentiation methods, promotional strategies beyond just advertising, distribution channels, the role of employees, business processes, and managing the physical environment. Finally, it notes that the optimal marketing mix depends on marketing objectives, the target market, competitors, and other factors.

Uploaded by

Lil-daku Saini
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
108 views20 pages

The Marketing Mix: Regional Institute of Cooperative Management

The document discusses the marketing mix, which comprises the 7Ps - Price, Product, Promotion, Place, People, Process, and Physical Environment. It explains each P in some detail, such as pricing strategies, product differentiation methods, promotional strategies beyond just advertising, distribution channels, the role of employees, business processes, and managing the physical environment. Finally, it notes that the optimal marketing mix depends on marketing objectives, the target market, competitors, and other factors.

Uploaded by

Lil-daku Saini
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 20

The Marketing Mix

REGIONAL INSTITUTE OF COOPERATIVE MANAGEMENT

PRESENTED TO: HARINDER JEET SINGH


PRESENTED BY: AARIF
PGDM( 2010-2012)
AGRI BUSSINESS MANAGEMENT
The Marketing Mix
• The tools available to a business to gain the
reaction it is seeking from its target market in
relation to its marketing objectives
• 7Ps – Price, Product, Promotion, Place,
People, Process, Physical Environment
• Traditional 4Ps extended to encompass
growth of service industry
The Marketing Mix
Price
price
• Pricing Strategy
• Importance of:
– knowing the market
– elasticity
– keeping an eye
on rivals
Product
Product strategy
• Methods used to improve/differentiate
the product and increase sales or target sales more effectively to gain
a competitive advantage e.g.

– Specialised versions
– New editions
– Improvements – real or otherwise!
– Changed packaging
– Technology, etc.
Promotion
Promotion
• Strategies
to make the consumer aware of the existence
of a product
or service
• NOT just advertising
Place
place
• The means by which products and services get
from producer
to consumer and where they can be accessed
by the consumer
– The more places to buy the product and the easier
it is made to buy it, the better for the business
(and the consumer?)
people
people
• People represent the business
– The image they present can be important
– First contact often human – what is the lasting image they
provide to the customer?
– Extent of training and knowledge
of the product/service concerned
– Mission statement – how relevant?
– Do staff represent the desired culture
of the business?
Process
Physical Environment
Physical Environment
• The ambience, mood or physical presentation of the
environment
– Smart/shabby?
– Trendy/retro/modern/old fashioned?
– Light/dark/bright/subdued?
– Romantic/chic/loud?
– Clean/dirty/unkempt/neat?
– Music?
– Smell?
CONCLUSION
• Blend of the mix depends upon:
• Marketing objectives
• Type of product
• Target market
• Market structure
• Rivals’ behaviour
• Global issues – culture/religion, etc.
• Marketing position
• Product portfolio
CUSTOMER QUESTION

• SOLUTION: How can I solve my problem?


• INFORMATION: Where can I learn more about it?
• VALUE: What is my total sacrifice to get this solution?
• ACCESS: Where can I find it?
REFERENCES
• INTERNET
• MARKETING MANAGEMENT
PHILIP KOTLER
MARKETING MANAGE MENT
S NAMAKUMARI
THANK YOU

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy