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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
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)
slide4
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
slide5
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.
slide6
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
slide7
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

slide11

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

slide13
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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