5 the marketing mix and communications
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5. The Marketing Mix and Communications. After carefully studying this chapter, you should be able to: Define the marketing mix; Identify and explain the 7 areas in the marketing mix; Explain the need to integrate the mix; Draw and explain a basic model of communication.

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5. The Marketing Mix and Communications

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5 the marketing mix and communications

5. The Marketing Mix and Communications

  • After carefully studying this chapter, you should be able to:

  • Define the marketing mix;

  • Identify and explain the 7 areas in the marketing mix;

  • Explain the need to integrate the mix;

  • Draw and explain a basic model of communication.


5 1 marketing mix defined

5.1 Marketing mix defined

  • Every profession has a central core of expertise. For marketing it is called the marketing mix.

  • Peter Kotler defines the marketing mix as:

    • The marketing mix is the set of marketing tools that the organisation uses to pursue its marketing objective.

  • The marketing mix contains 7Ps and 7Cs.


5 1 1 the 7ps and 7cs

5.1.1 The 7Ps and 7Cs

  • The marketing mix can be approached from two direction:

    • A self-centered ‘P’ approach – from the viewpoint of the organization.

    • A consumer-centered ‘C’ approach – from the viewpoint of the consumer.

  • Marketers should plan each P in terms of what it will mean to customers. (examples on p.91)


5 the marketing mix and communications

  • Product  Customer Value

    • We don’t just buy a product. We buy what it can do. We buy its value to us.

    • E.g.

      Nobody wants a TV set because it is a TV set. We buy a TV set because it allows us to watch TV programs.

  • Price  Cost to a customer


5 the marketing mix and communications

  • Place  Convenient to a customer

    • Suppliers have to place their product offers at places where the customers/consumer feel convenient.

  • Promotion  Communication to a customer

    • Marketers, as the bridge to the customer, must be expert communicators in order to get the organisation’s message crossed.


5 the marketing mix and communications

  • Physical evidence  Confirmation to a customer

    • When buying we all look for confirmation that our decision is a good one.

      • Appearance

      • Manner

      • Administration

      • Promises

      • Guarantee


5 the marketing mix and communications

  • People  Consideration to customer

  • Process  Co-ordination

    • To simplify processes as far as possible.

    • To make sure processes are well co-ordinated so that unnecessary duplication can be prevented.


5 1 2 products and services

5.1.2 Products and services

  • Products are tangible; services are intangible.

  • But many services also have physical presence:

    • Hair dressing is a service, but it also needs a physical location and hardware such as scissors and combs.

    • Restaurants offer a service, but they need the physical location, the tables, chairs, butlery, etc.


5 2 communication

5.2. Communication

  • Communications model

DECODING

CODING

Channel

Sender

Receiver

Message

Message

Feedback


5 the marketing mix and communications

AICDA model of communication

Attention

Interest

Comprehension

Desire

Action


5 2 2 push and pull model

5.2.2 Push and Pull Model

  • Push: a self-centeredP approach in the CoD.

Manufacturer

Wholesaler

Retailer

Customer

Consumer


5 the marketing mix and communications

  • Pull: A customer-centeredC approach in the CoD.

  • The consumer wants  the customer will buy  the shop will have to buy stocks from the wholesaler  the wholesaler will have to buy from the manufacturer/supplier

Manufacturer

Supply

Media

Wholesaler

Demand

Retailer

Customer

Consumer


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