Description
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
The Marketing Mix
http://www.bized.co.uk
Copyright 2006 – Biz/ed
The Marketing Mix
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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 nvironment
• Traditional !Ps extended to encompass
gro"th of service industry
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Price
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Price
• Pricing #trategy
• $mportance of%
– kno"ing the
market
– elasticity
– keeping an eye
on rivals
$mage copyright% """&freeimages&co&uk
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Product
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Product
• Methods used to
improve'differentiate
the product and increase
sales or target sales more
effectively to gain
a competitive advantage
e&g&
– xtension strategies
– #pecialised versions
– (e" editions
– $mprovements – real or
other"ise)
– *hanged packaging
– Technology, etc&
$mage copyright% """&freeimages&co&uk
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Promotion
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Promotion
• #trategies
to make the
consumer a"are
of the existence
of a product
or service
• (+T just
advertising
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Place
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Place
• The means by "hich products and
services get from producer
to consumer and "here 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-.
http://www.bized.co.uk
Copyright 2006 – Biz/ed
People
http://www.bized.co.uk
Copyright 2006 – Biz/ed
People
• People represent the business
– The image they present can be important
– /irst contact often human – "hat is the
lasting image they provide to the customer-
– xtent of training and kno"ledge
of the product'service concerned
– Mission statement – ho" relevant-
– 0o staff represent the desired culture
of the business-
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Process
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Process
• 1o" do people consume services-
• 2hat processes do they have to go
through to ac3uire the services-
• 2here do they find the availability
of the service-
– *ontact
– 4eminders
– 4egistration
– #ubscription
– /orm filling
– 0egree of technology
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Physical nvironment
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Physical nvironment
• The ambience, mood or physical
presentation of the environment
– #mart'shabby-
– Trendy'retro'modern'old fashioned-
– 5ight'dark'bright'subdued-
– 4omantic'chic'loud-
– *lean'dirty'unkempt'neat-
– Music-
– #mell-
http://www.bized.co.uk
Copyright 2006 – Biz/ed
The Marketing Mix
• Blend of the mix depend upon:
• Marketing objectives
• Type of product
• Target market
• Market structure
• 4ivals6 behaviour
• 7lobal issues – culture'religion, etc&
• Marketing position
• Product portfolio
– Product lifecycle
– 8oston Matrix
doc_125495423.ppt
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
http://www.bized.co.uk
Copyright 2006 – Biz/ed
The Marketing Mix
http://www.bized.co.uk
Copyright 2006 – Biz/ed
The Marketing Mix
http://www.bized.co.uk
Copyright 2006 – Biz/ed
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 nvironment
• Traditional !Ps extended to encompass
gro"th of service industry
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Price
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Price
• Pricing #trategy
• $mportance of%
– kno"ing the
market
– elasticity
– keeping an eye
on rivals
$mage copyright% """&freeimages&co&uk
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Product
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Product
• Methods used to
improve'differentiate
the product and increase
sales or target sales more
effectively to gain
a competitive advantage
e&g&
– xtension strategies
– #pecialised versions
– (e" editions
– $mprovements – real or
other"ise)
– *hanged packaging
– Technology, etc&
$mage copyright% """&freeimages&co&uk
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Promotion
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Promotion
• #trategies
to make the
consumer a"are
of the existence
of a product
or service
• (+T just
advertising
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Place
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Place
• The means by "hich products and
services get from producer
to consumer and "here 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-.
http://www.bized.co.uk
Copyright 2006 – Biz/ed
People
http://www.bized.co.uk
Copyright 2006 – Biz/ed
People
• People represent the business
– The image they present can be important
– /irst contact often human – "hat is the
lasting image they provide to the customer-
– xtent of training and kno"ledge
of the product'service concerned
– Mission statement – ho" relevant-
– 0o staff represent the desired culture
of the business-
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Process
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Process
• 1o" do people consume services-
• 2hat processes do they have to go
through to ac3uire the services-
• 2here do they find the availability
of the service-
– *ontact
– 4eminders
– 4egistration
– #ubscription
– /orm filling
– 0egree of technology
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Physical nvironment
http://www.bized.co.uk
Copyright 2006 – Biz/ed
Physical nvironment
• The ambience, mood or physical
presentation of the environment
– #mart'shabby-
– Trendy'retro'modern'old fashioned-
– 5ight'dark'bright'subdued-
– 4omantic'chic'loud-
– *lean'dirty'unkempt'neat-
– Music-
– #mell-
http://www.bized.co.uk
Copyright 2006 – Biz/ed
The Marketing Mix
• Blend of the mix depend upon:
• Marketing objectives
• Type of product
• Target market
• Market structure
• 4ivals6 behaviour
• 7lobal issues – culture'religion, etc&
• Marketing position
• Product portfolio
– Product lifecycle
– 8oston Matrix
doc_125495423.ppt