1 5 marketing mix
TRANSCRIPT
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Analysis
of the current situation
c h a p t e r o n e
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Marketing Plan DIY
danny abramovich
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Chapter 1out of 4
Marketing-mix
www.MarketingPlanNOW.com
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1.5 Marketing-mix, introduction
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix, introduction
To properly understand what is ‘marketing-mix’ and
later manage marketing activities by this concept, one
can act as a bartender preparing a specialized
cocktail for a specific customer .
In order for it to be served and finally satisfy the
customer’s needs, the cocktail will have an optimal
result only with the right mix of variables.
One version of the origins of the ‘marketing- mix’ starts in 1948
when James Culliton said that a marketing decision should be aresult of something similar to a recipe.
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix, introduction
To properly understand what is
marketing-mix and later manage
marketing activities by this
concept, one can act as a
person who “thinks marketing”1
preparing a specialized plan2 fora specific target audience3.
In order for it to become integrated
marketing activities4 and finally
satisfy customers’ needs, the
plan(2) will have an optimal result
only with the right mix ofvariables, but what are they?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
To properly understand what is
marketing-mix and later manage
marketing activities by this
concept, one can act as a
bartender 1 preparing a
specialized cocktail2 for aspecific customer 3.
In order for it to be served4 and
finally satisfy the customer’s
needs, the cocktail(2) will have an
optimal result only with the right
mix of variables: Liquor, sugar,ice, etc.
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1.5 Marketing-mix variables
Few of the variables that have to fit into the “right mix”
can be found in the following definition of ‘marketing’.
Marketing is…
The right product, at the right price, to the rightcustomer , at the right time, at the right place, with
the right communication for the right profit.
What is the ‘variable-mix’ - or as it’s called the
‘marketing-mix’, and what are its variables?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix variables as of 1960
Neil Borden coined the term 'Marketing-Mix‘ in 1953
while Jerome McCarthy added in 1960 the “4 P
classification”, highlighting four basic variables that
started (or were enforced to start) with the letter “P”:Product, Price, Place, Promotion
The above 4P concept is
easy to remember but it
tends to follow many otherless practical ‘tips & tricks’
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
Marketing plan DIY
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
4 P ’ s o f a s s e s
s i n g
c r e a t i v i t y : P e
r s o n,
P l a c e, P r o c e s
s,
P r o d u c t
5D’s of positioning:Document, Decide,Differentiate,Design, Deliver
5 P ’ s o f mar k e t i ng c l asse s: P r e se nc e , P ar t i c i pat i o n, P r o ac t i v e , P r o bl e m- so l v i ng, P r ac t i c al
4C’s of t he c ust omer : Cust omer needs, Cost t o t he c ust omer , Conv enienc e, Communic at ion
XP’s that are mentionedas part of the mix:Packaging, Participants,
Partnerships, Place,Programming, Promises,Promotion, Publicity* Collected from various official studies
5M Framework geared for the marketing evolution:Management, Mode, Media, Message, Metrics
click to
enlarge
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Marketing plan DIY
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
4 P ’ s o f a s s e s
s i n g
c r e a t i v i t y : P e r s o n,
P l a c e, P r o c e
s s,
P r o d u c t
5D’s of positioning:
Document, Decide,
Differentiate,
Design, Deliver
5 P ’ s o f mar k e t i ng c l asse s: P r e se nc e , P ar t i c i pat i o n, P r o ac t i v e , P r o bl e m- so l v i ng, P r ac t i c al
4C’s of t he c ust omer : Cust omer needs, Cost t o t he c ust omer , Conv enienc e, Communic at ion
XP’s that are mentioned
as part of the mix:
Packaging, Participants,Partnerships, Place,
Programming, Promises,
Promotion, Publicity* Collected from various official studies
5M Framework geared for the marketing evolution:
Management, Mode, Media, Message, Metrics
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1.5 Marketing-mix variables as of 1960
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
Product Price
Place Promotion
In order to have an optimal result with the right mix of
controllable tactical variables, 50 years after the first
use of the 4P’s; let’s get updated!
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1.5 Marketing-mix, product (PSI)
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
product
The product is composed of three
sub-variables that stand for the
‘product-mix’
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1.5 Marketing-mix, product (PSI)
Product - what is it we offer ?
- Products, Services or Ideas (PSI) to be marketed.
- A PSI-mix includes three sub-variables that
(almost) every PSI has in a unique dosage:- Brand
- Quality of service
- Physical features
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix, product (PSI)
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
Four realms of experience model to the tourism industry (Pine & Gilmore, 1998)
Products, Services or Ideas (PSI), what about
experiences?
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1.5 Marketing-mix, product (PSI)
product
service
idea
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
brand
quality of service
physical features
sub-variable with a f i rm liaison
sub-variable with a weak liaison
Product-mix
service-mix
idea-mix
What is the quality of
service of a bottle of
mineral water? information
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1.5 Marketing-mix, product (PSI)
Brand
Quality of service
Physical features
Product-mix
Service-mix
Idea-mix
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
+
+
+ = dosage has to
be considered
(ordinal scale)
or
or
The product-mix of branded “commodities” favors the brand,then the physical features, and only then the quality of service.
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1.5 Marketing-mix, product (PSI)
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
productSupportive models
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1.5 Marketing-mix, price
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
price
The variable of price includes all the
economic, marketing, legal and other
considerations of pricing the offer
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1.5 Marketing-mix, price
Price
“There is scarcely anything in the world that some
man cannot make a little worse, and sell a little
more cheaply. The person who buys on price aloneis this man's lawful prey.”
John Ruskin, English critic & reformer (1819-1900)
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
Ile to kosztuje? How much does it cost? Wieviel kostet
das? Combien ca coute? Quanto costa? (PEGFI)
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1.5 Marketing-mix, price
Price - at what price do we address the market?
- Price is simply the amount of money that customers
are willing to pay for a product or service.
- The market price of a good is determined by both thesupply and demand for it (price elasticity).
- In the context of the marketing-mix price also stands
for discount standards: Who is liable to give and to
get a discount of what kind and in which conditions?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix, price
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
priceSupportive models
price
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1.5 Marketing-mix, offer
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
product
priceprice
Product + Price variables = The marketing offer
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1.5 Marketing-mix, distribution
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
distribution
channels
Marketing distribution channels are
composed of two sub-variables that stand
for the ‘distribution channels-mix’
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1.5 Marketing-mix, distribution
Marketing distribution channels (not “Place”!)
What are the best channels (not media) for our offer to
reach the market? Directly, indirectly or both ways?
- Direct distribution channels, or simply “directmarketing”, represent all the ways in which the offer
can directly reach its market without intermediaries:- Direct mail, telemarketing, email, fax, SMS/ MMS,
voicemail, etc.
- Direct selling, face-to-face selling & 1:1 marketing havea very similar meaning and are also a direct channel.
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix, distribution
Marketing distribution channels
- Indirect distribution channels, or simply intermediaries,
represent all the ways in which the offer can be
channeled through to the customer indirectly viawholsalers, retailers, representatives, agents, and
others.
- Marketing distribution channels-mix: Often an optimal
solution is to have an access to the market by both
distribution channels: direct & indirect
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix, distribution
Marketing distribution channels
- Procter & Gamble started a pilot to sell directly through
www.theessentials.com
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
Companies that
already sell directly
include:
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1.5 Marketing-mix, distribution
Direct distribution channels
Indirect distribution channels
Marketing distribution channels-mix
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
+
+ = dosage has to
be considered
(ordinal scale)
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1.5 Marketing-mix, distribution
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
distribution
channelsSupportive models
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
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1.5 Marketing-mix, MarCom
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
marketingcommunication
Marketing Communication is composed
of up to five sub-variables that stand for
the ‘marketing communication-mix’
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1.5 Marketing-mix, MarCom
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
A disappointed salesman of Coca Cola returns from his assignment in Dubai. A friend asked, "Why weren't you successful with the locals?"
The salesman explained, "When I got posted in the Dubai, I was very confident that I
would make a good sales pitch in rural areas. But, I had a problem I didn't know how
to speak Arabic. So, I planned to convey the message through three posters...
First poster - A man lying in the hot
desert sand... totally exhausted andfainting.
Second poster - man is drinking our
Cola.
Third poster - Our man is now totally refreshed.
Then these posters were pasted all over the place.
"That should have worked“, said the friend.The salesman replied "I didn’t realize that Arabic is read from right to left“.
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1.5 Marketing-mix, MarCom
Marketing communication (not “Promotion”!)
What are the mass communication tools (media) for
our messages to be carried out to our market
segments and effectively change their attitudes?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
source ó coding ó message ó channel ó decoding ó reception
Obj. Sign Media
— Ï ¯ » Ð Owww.MarketingPlanNOW.com
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1.5 Marketing-mix, MarCom
Marketing communication
What are the best mass communication tools (media)
for our messages to change attitudes in the market?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
source ó coding ó message ó channel ó decoding ó reception
Obj. Sign Media
— Ï ¯ » Ð O
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1.5 Marketing-mix, MarCom
Marketing communication
What are the best mass communication tools (media)
for our messages to change
attitudes in the market?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
source ó coding ó message ó channel ó decoding ó reception
Obj. Sign Media
— Ï ¯ » Ð O
Ad v e r t i s i n g P u b l i c r e l a t i o n s S a l e s p r o m o t i o n s
C o n v e n t i o n s & e x h i b i t i o n s
S p o n s o r s h i p s
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1.5 Marketing-mix, MarCom
Marketing communication
What are the best mass communication tools (media)
for our messages to change attitudes in the market?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
source ó coding ó message ó channel ó decoding ó reception
Obj. Sign Media
— Ï ¯ » Ð O
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1.5 Marketing-mix, MarCom
Advertising
Public relations
Sales promotions
Conventions & exhibitionsSponsorships
Marketing communication-mix
Referred to as MarCom-mix
Referred to as Integrated MarCom-mix (IMC)
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
+
+
+
+
+ = dosage has to
be considered
(ordinal scale)
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1.5 Marketing-mix, MarCom
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
marketingcommunication
Supportive models
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
AIDAS
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1.5 Marketing-mix, promotion
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s distribution
channels
pricemarketing
communication
distribution marketing marketing
channels communication promotion+ =
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
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1.5 Marketing-mix of a product
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
marketing
promotion
marketing
offer
These are the 11 sub-variables
to consider when a product is
offered and promoted.
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1.5 Marketing-mix of a service
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
employees
There are three more variables
to consider when a service is
to be offered and promoted
internalprocess
of info
accessibilityservice
marketing
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1.5 Marketing-mix of a service
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
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o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
Empl J yees
employees
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1.5 Marketing-mix, employees
Empl J yees (People)The crucial human factor of providing a service: standards,
manners, uniform, etc. - mainly investment in training.
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix of a service
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
employees
internal process
of info
internalprocess
of info
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1.5 Marketing-mix, process of info
Internal process of information (Process)
The way that information flows within a service-
oriented company often indicates the level of uniform
know-how and responsiveness of employees at all
levels. Such internal information has to flow top-down(i.e.: implementation of decisions & standards),
bottom-up (i.e.: suggestion of new ideas, feed-back
from the customers) and laterally (similar updates
across the same management/ employee level).
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix, process of info
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
i
n
t
e
r
n
a
l
p r o c e s s
o f
n
o
i
t
a
m
r
o
f
n
i
Qualitative internal process of information;
top-down bottom-up and laterally
strongly supports the interrelation betweenthe service provider and the customer
2
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1.5 Marketing-mix of a service
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
employeesinternalprocess
of info
accessibility
accessibility
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1.5 Marketing-mix, accessibility
Accessibility (Place, but not with its definition from 1960!)
Service over the counter - How easy is it to locate the
address of the service provider & to reach it (transporation,
parking, etc.)? How is it adapted to potential customers,
including those with disabilities.
Virtual service - Easy Internet address to
remember, address strongly related to the
offer, how easy is it to locate the real address
of the service provider & to reach it (phone, email, fax, etc.)?
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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1.5 Marketing-mix of a service
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
b r a n
d
q u a l i t y
o f s
e r v i
c e
p h y s
i c a l
f e a t u r e s
price
d i r e c t m a r k e t i n g
i n d i r e c t d i s t r i b u t i o n
advertising
sales promotions
public relations
conventions/ exhibitions
sponsorships
employeesinternalprocess
of info
accessibility
Now that we understand its
variables, how can we use
the marketing-mix concept
effectively when analyzing
the past year’s marketing
activities (chapter 1 of a
marketing plan, the one we
are now in)?
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1.5 Marketing-mix of a service
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
Let’s assume that the
frame of the marketing-
mix represents 100% of
our past year’s resources:
marketing budget & time.
The mix can demonstrate
the past year’s marketing
activities as per the
priority of each relevantvariable.
This is a Roman
coin that has been
discovered inLondon in 2007 in
an area where the
Olympic Aquatics
Centre will be
ready by 2012. The
coin is dated AD
330, the time of theRoman Emperor
Constantine II
AD 330
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1.5 Marketing-mix of a product
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
brand
indirectdistribution
As an example, let’s act
as the corporate
marketing decision
makers of an exclusive
brand such as
The proposed mix
presents the priorities asthey were executedduring the past year (by
using an ordinal scale).
advertising
conventions/ exhibitionssponsorships
quality
of
service
price
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1.5 Marketing-mix of a product
a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
physical
features
indirect distribution
Acting as the corporate
marketing decision
makers of a basic
commodity such as
Next chapter (2) we will
meet again the
marketing-mix concept
when dealing with
marketing objectives: we
will draw the desired mix
for next year versus theexisting one (1.5).
price
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a n a l y s i s o f t h e c u r r e n t s i t u a t i o n
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