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Extended Marketing Mix

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Steve Raybould
Steve Raybould

The mearketing mix explained, including the additional Service Mix elements

Business
1 von 12
The Extended Marketing Mix
Objectives of this session: ,[object Object],[object Object],[object Object],[object Object]
Marketing Mix: The Four Ps ,[object Object],[object Object],[object Object],Product Price Place Promotion
Four P’s: The Product Product Decisions Branding Quality Features ,[object Object],[object Object],Benefits offered
The Four Ps: Pricing Pricing Strategies Penetration Skimming Competition Product Line Bundle Psychological ,[object Object],[object Object],[object Object],[object Object]
The Four Ps: Promotion Promotional Mix Advertising Public Relations Sales Promotion Personal Selling Direct Marketing Internet/ E-commerce ,[object Object],[object Object]
The Four Ps: Place Manufacturer Consumer Manufacturer Retailer Consumer Direct Distribution Indirect Distribution ,[object Object],[object Object],[object Object],Manufacturer Franchisee Consumer
Marketing Mix: The Service Ps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People Decisions The Service Ps: People Service & Quality Relationship Marketing Marketing Training Internal Marketing ,[object Object],[object Object]
The Service Ps: Processes ,[object Object],[object Object],[object Object],Process Decisions Enquiry / Info Search Point of Purchase Delivery After Sales
The Service Ps: Physical Evidence Physical Evidence Evidence of Ownership Environment of PoP Product Design Packaging Corporate Identity ,[object Object],[object Object],[object Object],[object Object]
In Conclusion The 7 Ps The 7 Cs < Organisation Facing Customer Facing > Product = Customer Value Price = Cost Place = Convenience Promotion = Communication People = Caring Processes = Co-ordinated Physical Evidence = Confirmation

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Extended Marketing Mix

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  • 12. In Conclusion The 7 Ps The 7 Cs < Organisation Facing Customer Facing > Product = Customer Value Price = Cost Place = Convenience Promotion = Communication People = Caring Processes = Co-ordinated Physical Evidence = Confirmation