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Chapter 7: The Marketing Mix

The document discusses the marketing mix which includes the four Ps - product, packaging, place, and promotion. It provides details on different types of products and factors to consider for location selection. It also discusses the important role of people in successfully implementing a marketing strategy.

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37 views8 pages

Chapter 7: The Marketing Mix

The document discusses the marketing mix which includes the four Ps - product, packaging, place, and promotion. It provides details on different types of products and factors to consider for location selection. It also discusses the important role of people in successfully implementing a marketing strategy.

Uploaded by

zacharykimc
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CHAPTER 7: THE

MARKETING MIX
CHAPTER 7: THE MARKETING MIX
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7.2

PRODUCT

a product is the tangible or the intangible that the enterprise offers it


customers in order to satisfy their needs and yo produce their expected
results . Products are often identified with their brand names to distinguish
them from other other products in the market .
There are four (4) general types of product that are marketed by enterprises:

1. BREAKTHROUGH PRODUCT - offer completely new performance


benefits . They may doubles the performance at the half the cost .

2. DIFFERENTIATED PRODUCT- try to claim a new space in the mind of


the customer differentform the space occupied by ixsisting products .

3. COPYCAT PRODUCT - will not make much impression on the costumers


mind . The marketer should make up for this lack of mental space by
offering more psysical space in the shelves , lower prices , easier access
Promotional freebies , and the like .

4. NICHE PRODUCT - do not intend to complete directly with the gains .


They are products with lower reach , lower visibility , and lower top of mind.
7.3

Packaging
- There used to be a time when products came wrapped in ordinary
packaging that prominently displayed the brand name, the main attributes of
the product, the company’s logo, and it’s place of business.

- Came in a small, medium, large sizes without much variation in the


material, shape, and purpose of the packaging. That is a time long gone.

7.4

PLACE

- “ locataion . Location . Location “ This is the often –recited mantra of


salespeople who want to have the best access to their
customers . Although finding a good location proves to be
challenging, even more challenging is maximizing the potential of that
location .
INITIAL LOCATION SCREENING
1. Number of customers residing in , working in ,
or visiting area ,and number of customers who
frequently pass through area.
2. The dentisy or number or customers per unit
area:
3. The access routes to alternative locations and
their traffic count in those routes.
4. The buying habits of customers or where they
buy , at the time and how frequent and :
5. What Locational features they are looking for ,
such as packing spaces , foot access, creature
comforts , and the like.
7.5

PEOPLE

- are the ultimate marketing strategy. People self and push the
products . People search hard to find the right marker . People
distribute , promote, price , and self the products is the most
attractive market places .

The people in a marketing organization play a crucial role in the


success of the enterprise . At one end of the spectrum , they are
conducting the market and customers research that would lead
to the development of products and the formulation of the
marketing strategy .

The market strategizing must be matched by the footwork that goes


into distributing and selling products .

The marketing efforts of people are organized at four (1)


to create customer awareness ; (2) to rouse customer interest
(3) to educate customers as they evaluate their buting choices; and
(4) to close the sale and deliver the product .
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