Marketing Mix PDF

Module – 6
Elements of the
Extended Marketing Mix
Resource
Person
MATHISHA HEWAVITHARANA
MBA (Col),BBA Sp.Mktng (Col), PPG DIP.

In Mktng (UK), MCIM (UK), Chartered
Marketer (UK), Practicing Marketer (SL),
ACMA, CGMA CIMA (UK), DBF (IBSL),
AIB (IBSL), MSLIM(SL),
Head of Marketing - Siyapatha Finance

PLC
Chapter Contents
 Introduction to Marketing Mix
 Product
 Price
 Place
 Promotion
 People
 Process
 Physical Evidence
 Integration of the Marketing Mix
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from 1-3
the United States edition of Marketing Management, 14e.
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
Marketing Mix
 “ The Set of Controllable Variables and their levels

that the firm uses to influence the Target Market ”
- Kotler & Keller
 “ Collection of Tools Used By the Marketer In

Achieving Predetermined Marketing Objectives /
Strategies ”
Elements of Marketing Mix . . . . (7P’s)
 Product
 Price For
Marketing
 Place
Goods
 Promotion
For Services
Marketing
 People
 Process Extended
 Physical Evidence
Elements
Marketing Mix Stakeholder Marketing – Assignment Option o1

Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
WHAT IS A PRODUCT ?
A product can be defines as ……
PRODUCT
“ Core Benefits / Attributes Sought by the Customer ”
Can be Defined As a Product
Products
Tangible Intangible
(Goods) (Services)
There are Some Characteristics Which Differentiates

Products From Services
Goods / Service Differentiation
Goods Services
Tangibility Intangibility
Separability Inseparability
Standard Variable
Can be Measured Can not be Measured
Perish ability is less Perish ability is high
Ownership No Ownership

PRODUCT
Different Types of Products
o Consumer Products
o Organizational Products
1-11
Refer© :2013
Copyright Page 293
Dorling – 294(India)
Kindersley ( Marketing Management
Pvt Ltd. Authorized 14th
adaptation from edition)
PRODUCT
Product Line / Mix of the Company
Product Line Product Mix
A group of products
which are closely
related and are sold
Collection of all product
to a similar market
lines in the business.
segment. 1-12
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
Five Product Levels
Refer : Page 292 ( Marketing Management 14th edition)

PRODUCT
Product Life Cycle (PLC)
This is the graphical presentation of different stages

a particular product will move through during it’s
economically valid life time.
o Research & Development
o Introduction
o Growth
o Maturity
o Decline
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
1-14
PRODUCT
Product Life Cycle (PLC)
Performance
3 5
2 Sales
Profit
Time
1
NEW PRODUCT DEVELOPMENT
New Product Development is the systematic

process of introducing new product concepts
to the market under following three categories;
o Innovative Products
o Replacement Products
o Imitative Products
NEW PRODUCT DEVELOPMENT
Adoption of Innovation / Diffusion of Innovation
PRODUCT
Packaging
Need for Packaging
1. Self Service Environments

2. Consumer Influence (Convenience / Appearance / Prestige)
3. Company Brand Image & Differentiation
4. Technology & Innovation
5. Legal Requirements
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
What is Price ?
 Price is the exchange value / economic value /

transaction value of a particular product or service.
 The amount a customer pays for the product.
 The quantity of one thing that is exchanged or

demanded in barter or sale for another.
 The amount of money given or set as

consideration for the sale of a specified thing.
Determining Prices
Pricing to Meet Business Objectives
Organizations are Pricing their offer with the purpose of

achieving following primary objectives;
- Profit-Maximizing Objective
- Market Penetration Objective
Steps in Setting Price
 Select the price objective
 Determine demand
 Estimate costs
 Analyze competitor price mix
 Select pricing method
 Select final price
Refer : Page 352 - 364 ( Marketing Management 14th edition)

Pricing Strategies
 Market Penetration Pricing
 Market Skimming Pricing
 Loss Leader Pricing
the United States edition of Marketing Management, 14e. V 01/02
Pricing Strategies
 Competitor Based Pricing
 Cost Orientated Pricing
 Psychological Pricing
the United States edition of Marketing Management, 14e. V 03 / V 04
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
What Is a Marketing Channel?
A marketing channel system is the

particular set of interdependent
organizations involved in the process of
making a product or service available for
use or consumption.
Marketing Channel Levels
 Zero-level channel (direct marketing channel)
 One-level channel
 Two-level channel
 Three-level channel

Intermediaries tend
to play a very
significant role in
the process of
distribution but will
result in pushing
up the price of the
product at the point
of reaching the end
consumer.
Intermediaries tend
to play a very
significant role in
the process of
distribution but will
result in pushing
up the price of the
product at the point
of reaching the end
consumer.
Number of Intermediaries
 Exclusive
 Selective
 Intensive

E-Commerce in Managing Channel
Strategy
Virtual Marketing Strategy

the United States edition of Marketing Management, 14e. V 09
M-Commerce in Managing Channel
Strategy
Mobile Based Marketing Strategy

Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
What is Promotion
Techniques of communicating information about the

organization / products / services to stakeholders through a
Communication Mix.
- Advertising
- Personal Selling
- Direct Marketing
- Sales Promotions
- Public Relations Refer : Page 429 ( Marketing
th edition) 1-34
- Sponsorships Management
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized 14
adaptation from
Communications Process
Refer : Page 431( Marketing Management 14th edition)

Steps in Developing Effective
Communications
 Identify target audience
 Determine objectives
 Design communications
 Select channels
 Establish budget
 Decide on media mix
 Measure results/manage IMC

Communication Mix
o Advertising
o Personal Selling
the United States edition of Marketing Management, 14e. V 05 / V 06
Communication Mix
o Direct Marketing
o Sales Promotions
Communication Mix
o Public Relations
o Sponsorships
the United States edition of Marketing Management, 14e. V 07 / 08
Push & Pull Communication
In push communication In pull strategy organization

strategy organization persuades the end user /
motivates the intermediary customer to pull the products
parties to sell more from intermediaries by using
number of units to the end promotional tools such as
user. advertising and direct
marketing
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized
adaptation from 1-40
Integrated Communication Strategy
Entire
communication
strategy of the
organization must
focus on a single
coherent corporate
strategy / direction
by maintaining the
consistency of the
message.
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
People
People factor refers to

…….
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
Process
Process refers to …….
the United States edition of Marketing Management, 14e. V 10 / 12
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
Physical Evidence
Physical Evidence
refers to …….
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
Integration of the Marketing Mix
All the elements of the

marketing mix must integrate
with each other element and
must focus on a single
coherent corporate strategy /
direction by maintaining the
consistency of the approach
without confusing the
stakeholders of the business.
Chapter Contents
 Product
 Price
 Place
 Promotion
 People
 Process
Thank You !
0773 – 29 20 29
mathihewa@yahoo.com

Marketing Mix PDF

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Marketing Mix PDF

Caricato da

Copyright:

Formati disponibili

Module – 6

MBA (Col),BBA Sp.Mktng (Col), PPG DIP.

Head of Marketing - Siyapatha Finance

 “ The Set of Controllable Variables and their levels

 “ Collection of Tools Used By the Marketer In

Marketing Mix Stakeholder Marketing – Assignment Option o1

A product can be defines as ……

There are Some Characteristics Which Differentiates

Marketing Mix Stakeholder Marketing – Assignment Option o1

Refer : Page 292 ( Marketing Management 14th edition)

This is the graphical presentation of different stages

o Research & Development

New Product Development is the systematic

1. Self Service Environments

Refer : Page 313 ( Marketing Management 14th edition)

 Price is the exchange value / economic value /

 The amount a customer pays for the product.

 The quantity of one thing that is exchanged or

 The amount of money given or set as

Organizations are Pricing their offer with the purpose of

- Market Penetration Objective

 Select the price objective

 Analyze competitor price mix

 Select pricing method

 Select final price

Refer : Page 352 - 364 ( Marketing Management 14th edition)

 Market Penetration Pricing

 Market Skimming Pricing

 Loss Leader Pricing

 Competitor Based Pricing

 Cost Orientated Pricing

A marketing channel system is the

 Zero-level channel (direct marketing channel)

Refer : Page 380 ( Marketing Management 14th edition)

Refer : Page 383 ( Marketing Management 14th edition)

Virtual Marketing Strategy

Refer : Page 395 ( Marketing Management 14th edition)

Mobile Based Marketing Strategy

Refer : Page 398 ( Marketing Management 14th edition)

Techniques of communicating information about the

Refer : Page 431( Marketing Management 14th edition)

 Decide on media mix

 Measure results/manage IMC

In push communication In pull strategy organization

People factor refers to

Process refers to …….

All the elements of the

Potrebbero piacerti anche