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Introduction To Marketing Mix Marketing Essay

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Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UK Essays.

Published: Mon, 5 Dec 2016

Marketing Mix is one of the most fundamental concepts in marketing management. For gaining clients and for revenue promotion, every business owner has to concentrate on four primary and three prolonged elements/components. The primary components of selling mix include product, pricing, distributive programs (place) and revenue promotion techniques while the prolonged components are actual proof, individuals and procedure.

A fair combination of these marketing components is called Marketing Mix.

Product

A product is products that meets what a customer needs or wants. It may be a concrete excellent or an intangible assistance. Intangible products are service-based like the travel and leisure industry, the hotel industry and loan agencies. Tangible products are those that have actual existence. If your product is really excellent and benefits your clients, they’ll spread the very excellent news. They’ll tell their friends and family. They’ll be very excited to share your brand and name with others causing you to have an excellent windfall of cash and plenty of company.

Price

Price is the money that must be paid by the customer to obtain products or solutions. The cost of a product must be relevant to the product/service and to the industry. Of all the aspects of the marketing mix, cost is the one, which creates revenue – all the others are costs. The cost of products is clearly an important determinant of the value of revenue made. In theory, cost is really determined by the discovery of what clients perceive is the value of the product on sale.

Place

Physical submission (place) is the delivery of goods at the right time and at the right position to clients. Physical submission of product is possible through programs of submission which are many and varied in character.

A marketing manager has to select a channel which is convenient, economical and suitable for the submission of the result.

Promotion

Promotion is an action to introduce products or solutions on the target audience, to build customer views about manufacturer or solutions offered. Marketing consists of components such as: advertising, advertising, personal selling and revenue promotion.

Process

Process is a series of actions that are necessary to offer products or solutions with the best solutions to the customer. A procedure can contain about the method or procedure that is put in position to acquire the needed customer product. Service of procedure is quick, easy and friendly giving more value to clients of a product.

People

People are all the individuals involved in the action of producing products and offer product solutions to clients. Those who produce and industry a product also has an assessment in the eyes of clients.

Physical evidence

Physical proof is the product – a system that is needed to back up the appearance of a product, so display directly the quality of products or solutions provided to clients.

From the discussion of the importance of selling mix in a company, it can be concluded that the seven existing factors in the marketing mix are connected, so there should be excellent synchronizations among these components to achieve marketing objectives in terms of volume of revenue and customer service.

References:

1. Needham, Dave (1996). Business for Higher Awards. Oxford, England: Heinemann.

2. E. Jerome McCarthy (1975)”Basic Marketing: A Managerial Approach,” fifth edition, Richard D. Irwin, Inc., p.37

3. Kotler, P., Armstrong, G., Brown, L., and Adam, S. (2006) Marketing, 7th Ed. Pearson Education Australia/Prentice Hall.

4. Kurtz, Dave. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning.

5. McCarthy, Michael (2002, December 2, updated 2002, December 3

If I would be Joe then I would apply the 7 P’s marketing mix to the corner store in the following way:

Product

Your product marketing choices will differ based on the type of retail store shop you run and your potential viewers. The factors that impact the understanding of quality include product packaging style, service strategy options, assurance, materials and shades. If you are marketing your shop and products to a high-end audience, for example, you might select an stylish, simple style and cool colors; for a family-friendly shop, you might trim more toward shiny, strong shades and large print styles. Joe did not focus on the products and the needs of the clients.

Price

Price is an integral aspect of a retail store marketing mix; if your clients cannot afford your products, they are unlikely to regular your shop. Most of the products in your shop should be in a comfortable variety for your potential viewers base; to get this information, you will need to execute an viewers research to get an idea of average income and spending power. To make a feeling of desire and to give an option for a spend, you can also offer some products that are priced just out of your focus on client’s normal cost variety.

Joe billed more prices for its products which redirected the clients to the next best alternative.

Place

In retail store, the style of your shop and the way you present your products is an integral aspect of the marketing mix. The show should fit your picture so that clients experience a natural experience. In a high-end store, products are often placed father apart to make a feeling of lack and exclusivity; in a computer shop, show designs are set at hips size to allow examining. Positioning can help bring certain products to interest and enhance products you want to offer more of.

Joe did not pay manual intervention to the preparations and show of shop products. The position of shop was also not great position for clients and for vehicle parking of clients.

Promotion

Promotion is the most identifiable aspect of the marketing mix. It includes all of the marketing actions you do to let your clients know about the products you offer. For a retail store shop, you might enhance in magazines and on the air stations, start a social advertising strategy, use marketing e-mails, hand out leaflets or strategy grand-opening events. Your marketing strategies should be targeted to your consumer platform. Choose guides that they read, programs they pay attention to or watch, and duplicate or graphics that will speak out loud with them.

Joe’s starting was very silent. He did not allow individuals to know what he is going to offer. He did not perform any marketing activity.

Physical Layout

The structure of your shop shows should be given consideration. The goal is to make an environment in which your product normally originates and shows itself to your clients. But how is this achieved, and how do we make a shop “shopper friendly”?

Joe’s shop structure was not consumer helpful.

Process

The procedures in your shop are actions that you execute in your shop for offering client value. Joe did not know about procedures like supply sequence or stock management etc.

People

Customers are likely to be devoted to companies that serve them well. In your shop cure every individual very well whether he is client, provider, or any individual who visit your shop. Joe’s treatment with his instructor was excellent but he did not act upon the tips of his instructors.

References:

McCarthy, J. (1975), Basic Marketing: a managerial approach, Homewood, IL

Baker, M. (2000) Marketing Management and Strategy, 3rd edition, Macmillan Business.

Chisnall, P.M. (1997) Marketing Research, Fifth Edition, London: McGraw-Hill

Blythe, J. (2001) Essentials of Marketing, 2nd edition, Prentice Hall

Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd Edition, New Jersey: Prentice Hall

Lauterborn, R.(1990), New marketing litany:4Ps passe; 4Cs take over, Advertising Age, Oct. 1:26

Joe could have used the following models to enable him to obtain information prior to opening the store.

Observation

Joe could observe how customers act. It provides many ideas, but can leave questions un answered. Statement works well in retail markets; sit outside a shop and observe how many individuals walk by, look at the window display etc.

Postal surveys

Joe could deliver to the address of prospective clients who complete the form and deliver returning in a pre-paid package. Relatively cheap, a mailing study can cover a wide regional place and prevents the prospective for interview panel member prejudice. However, reaction rates (the percentage of individuals delivering returning a completed survey) are often very low and it can take be a while before enough on the internet testimonials are came back.

Telephone interviews

Not to be puzzled with “telesales” (which is a technique of selling), the phone interview allow faster reviews than a mailing study. However, prospective clients are often careful of being called and may be hesitant to give anything other than short answers

Online surveys

It is popular and relatively low cost technique. Internet on the internet testimonials are widely used by little companies as a way of catching the opinions of average person about the item, price etc.

Face-to-face surveys

Joe could visit different individuals and could perform personal meetings face-to-face. It is a costly, but excellent way to get specific ideas from an individual

Focus groups

Groups of prospective clients are brought together to talk about their feelings about a item or industry. Concentrate categories are a excellent way of getting information about client preferences and choices.

Test marketing

This includes promoting a new item in a little area of the industry to be able to evaluate client reaction. For example, a start-up could begin by promoting to a limited community to be able to iron-out item issues. 

References:

Kotler, P., (1988) Marketing Management: Analysis Planning and Control, Prentice-Hall p. 102.

Agnilar, F.. (1967) Scanning The Business Environment, Macmillan, New York, p.47.

McQuarrie, Edward F., The Market Research Toolbox : A Concise Guide for Beginners.

Assael, H., Reed, P. and Patton, M. (1995) Marketing: Principles and Strategy Harcourt-Brace, Sydney.

Joe could have used the following models to learn, respond or take actions against.

These are the indicates of decoding information in order to give route to choice. These designs may be automated or may not. Common resources are:

Time sequence sales modes

Product changing models

Straight line programming

Flexibility designs (price, earnings, need, provide, etc.)

Regression and connection models

Research of Difference (ANOVA) models

Understanding analysis

Reduced cash flow

Worksheet ‘what if models

These and identical mathematical, mathematical, econometric and financial designs are the systematic subsystem of the MIS. A relatively moderate financial commitment in a pc is enough to allow a business to improve case study of its information. Some of the designs used are stochastic, i.e. those containing a probabilistic factor whereas others are deterministic designs where opportunity performs no part. Product changing designs are stochastic since these show brand options in possibilities whereas linear development is deterministic in that the connections between factors are indicated in actual mathematical conditions.

References:

1. Kotler, P., (1988) Marketing Management: Analysis Planning and Control, Prentice-Hall p. 102.

2. Agnilar, F.. (1967) Scanning The Business Environment, Macmillan, New York, p.47.

3. McQuarrie, Edward F., The Market Research Toolbox : A Concise Guide for Beginners.

4. Assael, H., Reed, P. and Patton, M. (1995) Marketing: Principles and Strategy Harcourt-Brace, Sydney.

5. Kotler, P., Armstrong, G., Brown, L., Chandler, S. A. (1998), Marketing, (4th edn), Prentice Hall, Sydney.

The primary market research that I have undertaken prior to opening a retail store like Joe’s is discussed below.

Main promotion analysis is gathered for initially. It is original and gathered for a particular purpose like starting a new business or to fix a particular problem. It is expensive, and difficult, but is more targeted than additional analysis. There are many ways to perform primary analysis. We consider some of them:

Interviews

Secret shopping

Concentrate groups

Projective techniques

Item tests

Diaries

Interviews

Interviews are performed between a market specialist and a participant. Information is gathered on a study. Some surveys are very firm or ‘structured’ and use shut questions. Information is easily compared.

Mystery Shopping

Companies set up mystery purchasing strategies on an companies part. Often used in financial, offering, travel, bars and dining places, and many other client targeted companies, mystery customers will enter, appearing as real clients. They collect data on client support and the client experience.

Focus Groups

Focus categories are made up from a variety of selected participants based together in the same room. Extremely experienced scientists work with the attention group to collect detailed qualitative reviews.

Projective techniques

Projective methods are obtained from the field of mindset. They will generate highly very subjective qualitative data.

Product tests

Product assessments are often completed as part of the ‘test’ promotion process. Products are shown in a shopping mall of purchasing shopping mall. Potential clients are requested to visit the store and their purchase actions are noticed. Experts will consider how the item is managed, how the packaging is read, how a while the consumer usually spends with the item, and so on.

Diaries

Diaries are used by a variety of specially enrolled customers. They are requested to complete a journal that details and records their purchasing actions of an occasion period (weeks, months, or years).

References:

Chisnall, P.M. (1997) Marketing Research, Fifth Edition, London: McGraw-Hill

McQuarrie, Edward F., The Market Research Toolbox : A Concise Guide for Beginners.

McMartin, J. (1995) Personality Psychology: A student Centered Approach, UK: Sage Publications

The secondary market research that I have undertaken prior to opening a retail store like Joe’s is discussed below.

Additional promotion analysis already prevails in one type or another. It is relatively inexpensive, and can be performed quite easily .However, it tends to have been gathered for factors other than for the issue or purpose at side. So it may be untargeted, and challenging to use to create evaluations.

There are a variety of such resources available to the expert, and the following record is under no circumstances conclusive:

Trade companies

National and regional media Market publications

National/international government authorities

Websites

Informal connections

Trade internet directories

Published organization accounts

Business libraries

Professional institutions and organizations

Omnibus surveys

Previously gathered promotion research

Census data

Public records

For an established retail business, research should not just be about surveying your current customers or when conducting standard customer service research.

Face-to-face surveys

After starting a new retail store business experience to deal with study is a excellent research tool to get proper reviews about a item from a client.

Postal surveys

Questionnaire types can also be sent the mailing details of prospective clients in pre-paid covers. They can complete and send returning these types to the sender’s address returning.

Focus groups

Groups of prospective clients are brought together to talk about their feelings about a item or market. Concentrate categories are a excellent way of getting information about client preferences and choices.

References:

1. Kotler, P., (1988) Marketing Management: Analysis Planning and Control, Prentice-Hall p. 102.

2. Agnilar, F.. (1967) Scanning The Business Environment, Macmillan, New York, p.47.

3. McQuarrie, Edward F., The Market Research Toolbox : A Concise Guide for Beginners.

4. Assael, H., Reed, P. and Patton, M. (1995) Marketing: Principles and Strategy Harcourt-Brace, Sydney.

5. Kotler, P., Armstrong, G., Brown, L., Chandler, S. A. (1998), Marketing, (4th edn), Prentice Hall, Sydney.

Marketing Orientation

A product can be designed depending on either a promotion focused strategy or a product focused strategy.

Marketing Orientated Approach

A promotion focused strategy indicates a company responds to what clients want. The choices taken are centered on details about consumer’s needs and wants, rather than what the company believes is right for the client. Most effective companies take a market-orientated strategy.

Product Orientated Approach

A product focused strategy indicates the company produces products depending on what it is good at making or doing, rather than what a client wants. This strategy is usually criticised because it often results in failed products – particularly in well-established marketplaces.

Most marketplaces are going towards a more market-orientated strategy because clients have become more experienced and need more wide range and better top quality. To contend, companies need to be more delicate to their consumer’s needs otherwise they will reduce revenue to their competitors.

Joe’s approach was also product oriented. He did not consider the needs of customers. That caused the failure of Joe’s corner store.


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