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the marketing mix - powerpoint presentation - full version

the marketing mix - powerpoint presentation - full version

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页数：18页

时间：2018-07-10

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1、TheMarketingMixTheMarketingMixTheMarketingMixThetoolsavailabletoabusinesstogainthereactionitisseekingfromitstargetmarketinrelationtoitsmarketingobjectives7Ps–Price,Product,Promotion,Place,People,Process,PhysicalEnvironmentTraditional4Psextendedtoencompassgrowthofservicein

2、dustryPricePricePricingStrategyImportanceof:knowingthemarketelasticitykeepinganeye onrivalsImagecopyright:www.freeimages.co.ukProductProductMethodsusedtoimprove/differentiate theproductandincreasesalesortargetsalesmoreeffectivelytogain acompetitiveadvantagee.g.Extensionst

3、rategiesSpecialisedversionsNeweditionsImprovements–realorotherwise!ChangedpackagingTechnology,etc.Imagecopyright:www.freeimages.co.ukPromotionPromotionStrategies tomaketheconsumerawareoftheexistenceofaproduct orserviceNOTjustadvertisingPlacePlaceThemeansbywhichproductsand

4、servicesgetfromproducer toconsumerandwheretheycanbeaccessedbytheconsumerThemoreplacestobuytheproductandtheeasieritismadetobuyit,thebetterforthebusiness(andtheconsumer?)PeoplePeoplePeoplerepresentthebusinessTheimagetheypresentcanbeimportantFirstcontactoftenhuman–whatisthel

5、astingimagetheyprovidetothecustomer?Extentoftrainingandknowledge oftheproduct/serviceconcernedMissionstatement–howrelevant?Dostaffrepresentthedesiredculture ofthebusiness?ProcessProcessHowdopeopleconsumeservices?Whatprocessesdotheyhavetogothroughtoacquiretheservices?Where

6、dotheyfindtheavailability oftheservice?ContactRemindersRegistrationSubscriptionFormfillingDegreeoftechnologyPhysicalEnvironmentPhysicalEnvironmentTheambience,moodorphysicalpresentationoftheenvironmentSmart/shabby?Trendy/retro/modern/oldfashioned?Light/dark/bright/subdued?

7、Romantic/chic/loud?Clean/dirty/unkempt/neat?Music?Smell?TheMarketingMixBlendofthemixdependsupon:MarketingobjectivesTypeofproductTargetmarketMarketstructureRivals’behaviourGlobalissues–culture/religion,etc.MarketingpositionProductportfolioProductlifecycleBostonMatrix

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