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Table Of Content
1.
2.
3.
4.
5.
6.
Concept of Marketing
Overview of Marketing Process
Introduction of Marketing Mix
Component of the 4 P
1. PRODUCT
2. PRICE
3. PLACE
4. PROMOTION
Conclusion
References
CONCEPT OF
MARKETING
The philosophy that firms should
analyze needs of customers and
then make decisions to satisfy
those needs
Production
concept
Social marketing
concepts
Marketing
concepts
Product concept
Selling concepts
Production
Concept
Product
Concept
Selling
Concept
Marketing
Concepts
Society
Marketing
Concept
OVERVIEW
OF
MARKETING
PROCESS
Situation Analysis
Marketing Strategy
Marketing Decision
Segmentation
Target market
selection
Positioning the
product within
the target
market
Value
proposition to
the target
market
Product
development
Distribution
contracts
Pricing
decisions
Promotional
campaign
development
INTRODUCTION
Marketing mix is also known as marketing
strategies.
Refers to the set of actions or tactics that a
company uses to promote its brands.
Commonly terms as 4P
Product
Place
Price
Promotion
4P
1. PRODUCT
DEFINITION
A product is an item that satisfies
a need or a desire.
This can be a physical item, a service or a
virtual offering.
It is produced at a cost and is
subsequently made available to the right
audience at a price.
CLASSIFICATION
Intangible
products: items
that has no
physical
presence but can
be felt indirectly
Tangible
products: Items
with an actual
physical
presence
PRODUCT DECISION
DESIGN
FEATURES
POSITIONING
QUALITY
TARGET
MARKET
BRANDING
2. PRICE
DEFINITION
Amount charged for a product or service
Sellers: price is the consideration in terms
of money paid by consumers for
the bundle of benefits they derive
by using the product or service.
Customers: exchange value of goods and
services in terms of money.
PRICE
Know the customer how much their willing to pay in order to satisfy
their needs.
FACTORS AFFECTING
PRICING DECISIONS
COSTS
DEMAND
COMPETITION
MARKETING OBJECTIVES
GOVERNMENT REGULATIONS
PRICING
STRATEGY
NEW PRODUCTS
PRICING
PSYCOLOGY
DISCOUNTS
PRICE
SKIMMING
ODD PRICING
CASH
DISCOUNT
PRICE
PENETRATION
EVEN PRICING
FUNCTIONING
DISCOUNT
QUANTITY
DISCOUNT
SEASONING
DISCOUNT
PROFESSIONAL
Deals with
Width of Distribution
Product Placement
Promotional Element
Trade Fair And
Exhibition
Merchandising
Sales Promotion
Publicity
Public Relation
Conclusion
Marketing mix have its strategies
and tacts .
1. Offering
2. Target
3. Message Delivery
4. Value Creations
Importance of
Marketing Mix
1. Helps companies to achieve objectives.
2. Customers satisfaction.
3. Helps to face competition.
4. Builds brand loyalty.
5. Helps business expansion.
6. Helps to improve brand image.
7. Increases profit and maximizes shareholders wealth.
8. Helps to fulfill social responsibilities .
References
Borden, Neil. "The Concept of the Marketing Mix" (PDF).
Suman Thapa. Retrieved 24 April 2013.
http://www.shell-livewire.org/home/businesslibrary/marketing-and-promotion/marketingplanning/marketing-mix-4ps/
https://www.mindtools.com/pages/article/newSTR_94.htm
QUESTIONS????