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MARKETING MIX

4P, 6C, 7P, 8P, 12C


Dr. Vesselin Blagoev
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Marketing Orientation
and Marketing mix

Marketing Orientation

The marketing concept is


actually matching the
customer wants with our
(firms) capability to meet
and satisfy them

How do we match the


customer wants with our
capabilities
With our Marketing mix

Marketing Orientation
and Marketing mix

Marketing Orientation
and Marketing Mix

The marketing environment


Company
capabilities

Matching

Customer
wants

The marketing environment


3

The marketing mix describes


the various tools and
techniques used by
marketing people to apply
the marketing concept
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Marketing mix

Price
Packing Ads
Quality
Channels

Talking about Marketing


mix would you guess
what is included in the
Marketing mix ?
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Influences on Decisions of
the Companies

Marketing Mix 4P

Uncontrollable market influences

Product

Controllable
company
decisions

Price

Place

Promotion
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Marketing mix 4P

Channels, Locations,
Inventory, Transport

Product
Price
Marketing
mix

Place

Target
market

Promotion

Advertising, Personal selling,


Sales, Promotion, PR

Channel management
Retail location
Retail image
Logistics

PRODUCT

PLACE

PRICE

PROMOTION

Costs, Profit,
Liquidity
Competitiveness
Value, Incentives

Marketing
communications mix,
Integrated
communications

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From 4Ps to 4Cs

Quality, Features, Options, Style,


Brand name, Packaging, Sizes, Warranties
Listprice,Discounts,
Allowances,Payment
Terms,Creditterms

New product development


Brand management
Features, Benefits
Packaging & After-sales

PRODUCT/
SERVICE

CUSTOMER
NEEDS/WANTS

PRICE

COST TO
CUSTOMER

PLACE

CONVENIENCE

PROMOTION

COMMUNICATION

Source: Based on Kotler, P., Armstrong, G., Saunders, J. and Wing, V. (1999) Principles of Marketing, 2nd
European Edition. New York: Prentice Hall

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5S of e-marketing objectives

The 8 Ps of Hotel Marketing

Wider distribution, promotion and sales


Extent the brand
online

Sell

Sizzle
Save by using
the online
services

Product

Serve

Save

Price

Adding value by extra


benefits online

Speak

Promotion

6C of Online Value Proposition


The Chartered Institute of Marketing

Customer
Service

Physical
Evidence

Asking quest,
dialog, use web
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Place

People

Processes

Productivity and
Quality

Source: Lovelock, C. and Wirtz, J. (2007). Services Marketing: People, Technology, Strategy, 6th ed., Prentice Hall.

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The 12 C Framework
Country
Choices
Concentration
Culture & Consumer
Behaviour
Consumption
Currency

Customisation

Content
Cost
reduction

Community

Choice

Convenience
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7P of Customer Service
& Mktg Mix

Capacity to Pay
Channels
Commitment
Communications
Contracts
Caveats

Product
Price

Promotion

Place
Customer
Service

Physical
Evidence

People

Processes

Source: Adapted from Christopher, M., Payne, A. and Ballantyne, D. (1991) Relationship Marketing. Oxford:
Butterworth Heinemann

The 12 C Framework

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