MARKETING MIX Different marketing mix between manufacture and service industry
2 MARKETING MIX MARKETING MIX IS A GROUP OF MARKETING VARIABLES THAT THE FIRM COMBINES AND CONTROLS, TO PRODUCE THE DESIRED RESPONSE IN THE TARGET MARKET. The Factor Affecting Marketing Mix Internal Factors Personal Selling Personal selling is good Product Planning to increase the sale and A wise product policy Branding at the same time to is essential to meet the know the consumer’s market demand It must create a needs and desires. particular image in the minds of the consumers Price Physical It deals with price competitions Sales Distribution It includes the Promotion channels and The marketing manager distribution, Market makes out programmes to transportation, Research increase the sales through warehousing, exhibitions, displays, inventory control etc Market research is a system by advertising, etc which one can analyse the market conditions 4 EXTERNAL FACTORS
CONSUMER’S BUYING GOVERNMENTAL
TRADER’S BEHAVIOUR COMPETITOR’S BEHAVIOUR BEHAVIOUR BEHAVIOUR Consumer’s buying The behaviour of New business The marketing manager behaviour is affected by intermediaries – should consider the buying habits, buying wholesalers or retailers, firms come up rules and regulations of power, motivation in and their motivations, which invites the Governmentin buying, living standard, practices,attitudes etc. respect of products, social environment, affect the marketing of competition pricing, competitive technological changes the products and its among the practices, advertising etc volume. industrialists. etc. Firms have no control over the laws 5 Marketing Mix 4P A marketing expert named E. Jerome McCarthy created the Marketing 4Ps in the 1960s. This classification has been used throughout the world. Business schools teach this concept in basic marketing classes. It is identic with manufacture industry
6 Four P’s of Marketing Mix
PRODUCT PRICE PLACE PROMOTION
Product refers to the Price is described as Promotion implies goods and services, Place refers to the the amount which a marketing that are offered to the customer pays to easy availability of communication, as in customers for sale and get the desired the product in the publicizing the are capable of target market. product to convey satisfying their wants. product or service. product features.
7 MARKETING MIX 7P
+ The 7P’s model is a marketing
model that modifies the 4P’s model when there is consumer- oriented or service marketing, 3P’s are added to it. The 7P’s is generally used in the service industries.
8 SEVEN P’S OF MARKETING MIX
People Process Physical Evidence
It comprises of all The complete In the service
the human beings procedure and the industries, there that play an active flow of activities should be role in offering the through which the physical evidence product or service product reaches to the customer the final consumer. that the service such as the was delivered. employees. 9 10 THANK YOU PANDE ANGGA PRADIKA
