Marketing mix - is a set of controllable and interrelated
variables composed of product, place, price &
promotions.
Marketing mix strategy - is choosing and implementing
the best possible course of action to attain the
organization’s long term objectives and gain customer
bonding and competitive advantage
Functions of Marketing Mix
1. Product - to satisfy the needs and wants of the target
market
2. Placement (distribution) - to make the product
conveniently available to the target market consistent
with their purchasing patterns
3. Promotions - to build and improve consumer demand
Promotion mix (components)
 Advertising - to effectively inform,
persuade and remind the target market
 Public relations - to offer a positive
image of the company and the brand
 Selling - to get the customers to buy
 Sales promotions- to convince
customers to buy immediately
 Merchandising - aims to extend
advertising messages at the point of
purchase (POP) by generating superior
presence within the store
4. Price - to make the product affordable to the target
market and reflect the value of benefits provided
5. Physical environment - refers to the place where
service is performed, including all touch points leading
to the place
6. Process - refers to procedures, flow of activities, and
other mechanisms that deliver the intended
experiences
7. People - refers to all members of the team who
contribute to the delivery of the service and its brand
promise whether in the front line or in the back office,
on-site or off-site; also includes other fellow customers
if onsite
Product and Placement is considered strategic P’s
because they can’t be changed overnight.
Promotion and Price are tactical P’s because they can be
changed easily.
Physical environment, process and people are
additional P’s for service industries
FACTORS INFLUENCING BUYER BEHAVIOR IN
CONSUMER MARKETS
1. Cultural - the most basic purchasing driver of a
consumer; generally accepted truths or beliefs that are
passed on from one generation to the next; this
includes culture and sub-culture and social class
2. Social - involves peer or reference groups, one’s role
or status as well as family that influence a person’s
decision-making process in the context of the people
around him and who he is in that group
3. Personal- includes many individual points such as
lifestyle, economic situation, occupation, age and life
cycle, personality and self-concept, activities and
interests that would dictate one’s buying behavior
4. Psychological- includes perception, motivation,
learning, beliefs and attitudes; how consumers relate
to a brand depends on what is meaningful, necessary
and interesting to them
Other factors that might affect consumer buying
behavior include political, economic, social,
technological, legal and environmental issues and
concerns.
MARKETING MIX PROGRAM
Target customers
 In the MACRO LEVEL, market segmentation
answers the question “What are the groupings
of similar customers?”
 In the MICRO LEVEL,
o Decision Making Unit (DMU) points to
“Who purchases the product?”
o Decision Making Process (DMP)
answers the question “How, where and
when is the purchase made?”
o Consumer motivation & preferences
guide the marketer to answer, “What
do the consumers want and why?”
Considerations to take
 In satisfying customers, marketers must not
assume who the decision maker is or the
mistake may be costly for the firm.
 Marketers must consider the more complex
DMU’s that are usually involved in the DMP for
most products and services.
  Marketers must consider the initiator, COMPETITIVE ADVANTAGE
influencer, decider, buyer, user and the
beneficiary for every purchase – not just the -secured by providing better value in the
user. perception of the customer, relative to all your
competitors.
1. Product value -Must be in sync with what consumers
need; it must be able to close the gap between what Five criteria
the customers have at the moment and what they really
1. Valuable in the marketplace
need.
2. Superior in the marketplace
 Product quality 3. Difficult to match or imitate
o Products may either be superior, at par 4. Difficult to substitute
with, or basic to those of competition 5. Difficult to trade and gain
o The new definition of “quality” is that Prof. George Day’s three trends on why competitive
which conforms to the customer’s
advantage might be aggravated
specification, measured through
indicators of customer satisfaction, 1. Accelerated changes in the complexity of
rather than indicators of corporate self- markets.
gratification. 2. Exponential growth in the volume of market
 PRICE data.
o Defined to ensure an appropriate 3. The imperative need for shred organizational
product value assumptions about the market to assure the
coherency and timeliness of strategies that
2. Marketing Program- Assembled by identifying which anticipate rather than react to the market.
of the marketing mix components should logically be
the main weapon and which should be the support MARKETING PLAN
strategy
- Outlines how the company intends to grow in
 Distribution-driven- Their product must be the marketplace and win against competition.
available when and where customers expect
them to be. Their locations are the single most a. Executive Summary
important factor in their business.
b. Business Review (performance of the previous sales
 Selling-driven- Products are only available
periods)
through the salesmen
 Sales promo-driven- They regularly or c. Situational Analysis
continuously offer marketing activities to
achieve short term or long term objectives. 1. Environmental analysis
 Price-driven - They offer low prices to attract 2. Key factors for success
the most number of price-conscious customers 3. Strengths and weakness analysis
 Advertising-driven- They continuously pay for 4. Opportunities and threats analysis
time and space whether in tv, on print, outdoor, 5. Market segmentation
online or other efforts to achieve and maintain
their desired awareness. d. Marketing Objectives and Goals

DIAGNOSTIC MARKETING MIX e. Marketing Strategy

entails the matching of correctly defined marketing 1. Product positioning

problems with the proper marketing solutions. 2. Customer satisfaction strategy
3. Preferred brand strategy
Marketing problem Marketing solution 4. Contingency plan
1. low awareness level Advertising
f. Marketing Budget
2. low availability Placement
3. low trial rate Pricing and/or promotion g. Marketing implementation guide
4. low repeat purchase Product &/service quality
h. Appendix

4S’S IN MARKETING PLANNING

Four basic criteria to be considered a diligently thought-

out campaign

1. Sufficiency - the marketing mix must be able to

adequately meet the defined marketing objectives

2. Selectivity - the marketer must be able to consider all

potential alternatives of each marketing mix before
short-listing all possible combinations of the marketing
mix that can meet their marketing objectives

3. Synchronicity - when the marketing mix is selected,

the different elements must combine harmoniously for
the brand to become successful

4. Sustainability - the marketing mix that is finally

chosen must be able to last in the long term vis-à-vis
competition

“M” Model by Mansmith & Fielders, Inc.

-a framework for formulating marketing

strategies

Marc Hancel Nagera

Jokoz M. Creo

Caren Gerebit

Anna Carla Zaño

Angelica Joy Quiozon