The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution. Show
The four Ps of marketing: product, price, place and promotionThe marketing mix can be divided into four groups of variables commonly known as the four Ps:
Marketing toolsEach of the four Ps has its own tools to contribute to the marketing mix:
Marketing strategyAn effective marketing strategy combines the 4 Ps of the marketing mix. It is designed to meet the company’s marketing objectives by providing its customers with value. The 4 Ps of the marketing mix are related, and combine to establish the product’s position within its target markets. Weaknesses of the marketing mixThe four Ps of the marketing mix have a number of weaknesses in that they omit or underemphasize some important marketing activities. For example, services are not explicitly mentioned, although they can be categorized as products (that is, service products). As well, other important marketing activities (such as packaging) are not specifically addressed but are placed within one of the four P groups. Another key problem is that the four Ps focus on the seller’s view of the market. The buyer’s view should be marketing’s main concern. The four Ps as the four CsThe four Ps of the marketing mix can be reinterpreted as the four Cs. They put the customer’s interests (the buyer) ahead of the marketer’s interests (the seller).
Want to learn how to understand and talk to your customers? Join us for our next cohort of the Customer Development Immersive. Expanding your business into a new market? Sign up to access our International Growth Collection —it features specialized resources built in partnership with Export Development Canada. Promotional ObjectivesThere are three main promotional objectives: inform the market, increase demand, and differentiate a product. Learning Objectives Explain the objectives and characteristics of a promotion mix Key TakeawaysKey Points
Key Terms
Promotion MixThe promotion mix is an element of the marketing mix. It includes advertising, public relations, personal sales, and sales promotion. Mediums used for promotion include: the Internet, television, advertisements, special events, endorsements, newspapers, and magazines. Different approaches are needed for each medium in order to be successful. Marketing Mix: The marketing mix includes product, promotion, price, and place. Promotional ObjectivesThere are three main objectives of a promotional mix:
In order for a market to accept a new product they need to know how it address their pain point. Information about the product should address the "what's in it for me" aspect that is inherent in human nature. Stages in the Product Life CycleThere are four stages in the product life cycle: introduction, growth, maturity, and decline. Learning Objectives Examine the various stages of the product lifecycle Key TakeawaysKey Points
Key Terms
Stages in the Product LifecycleThere are four stages in the product life cycle: introduction, growth, maturity, and decline. Life Cycle: Firms' products progress through the stages of development, which is indicated by their changing profits over time. IntroductionAfter all research and development has be done it is time to launch the product and begin its lifecycle. The introduction stage of the product life cycle is when the marketing team emphasizes promotion and the product's initial distribution. Often the product will have little or no competitors at this point. Nonetheless, sales may remain low because it takes time for the market to accept the new product. At this stage of the life cycle, the company usually loses money on the product. GrowthIn the growth stage of the product life cycle, the market has accepted the product and sales begin to increase. The company may want to make improvements to the product to stay competitive. At this point, there are still relatively few competitors. MaturityIn the maturity stage of the product life cycle, sales will reach their peak. Other competitors enter the market with alternative solutions, making competition in the market fierce. The company that introduced the new product may begin to find it difficult to compete in the market. Decline In the decline stage of the product life cycle, sales will begin to decline as the product reaches its saturation point. Most products are phased out of the market at this point due to the decrease in sales and because of competitive pressure. The market will see the product as old and no longer in
demand. Target Market CharacteristicsThe different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related. Learning Objectives Differentiate
between different target market characteristics Key TakeawaysKey Points
Key Terms
Target Market Characteristics:The different characteristics of a target market are geographic, demographic, psychographic, behavioral, and product related. GeographicA geographic target market can be consumers in a city, state, or country. This is often important when it comes to international advertising. Some products may do well in some countries but not in others. For example, in Japan where they don't have ovens, companies such as Betty Crocker would not focus their products in this geographic target market. Geographic Target: A geographic target market could be a city, state, or country. Demographic/Socioeconomic PsychographicA psychographic target market would be a market that has similar attitudes, values, or lifestyle. For example, the televisions station G4 is aimed at men but also gamers in the age 16-34 demographic. BehavioralThe behavioral target market focuses on occasions and degree of loyalty. Facebook marketing is often focused on loyal customers with specials they can claim by getting a code on Facebook. There are also discount cards available that offer discounts by allowing shoppers to collect points each time they shop at their store. Product Related Segmentation Product related
segmentation describes a target approach for customers who already own a specific product. For example, accessories for people who own cell phones, tablets, computers, iphones, or gaming systems. Determining a target market approach to sales has many benefits. It can create a more specific marketing campaign, increase sales, and decrease the number of competitors in the market. Characteristics of the ProductThe unique characteristics of a product should be used as inputs in determining the product's marketing mix. Learning Objectives Examine how the characteristics of a product impacts the selection of a promotional mix Key TakeawaysKey Points
Key Terms
Characteristics of the ProductThe characteristics of the product are the features and elements that differentiate it from other products on the market. Product characteristics help determine the marketing mix, potential target market and the pricing of a product. Characteristics: A product's characteristics determine its target market and price. A product needs to differentiate itself in the market and carry distinct characteristics that separate it from its competitors. Otherwise, there would be no reason for consumers to purchase that product over any other product on the market. Determining the Marketing Mix When companies create a product they have specific features in mind. It can be characteristics that improve on an existing product in
the market or ones that help with a currently unfilled need. Companies spend a lot of time and money on product research to understand the needs of the market and how their product can fill that need. Types of Buying DecisionsDifferent types of buying decisions can involve logical, impulsive, and emotional motivations. Learning Objectives Distinguish between a consumer and business buying decision Key TakeawaysKey Points
Key Terms
Type of Buying Decisions Different types of buying decisions can include logical, impulsive, and emotional motivations. Buying decisions are based on buyer behavior. Consumer behavior and business behavior can differ because their buying processes are
different. Consumers will often buy on emotion or impulse whereas businesses will buy based on need. The type of buying decision impacts the marketing mix and the promotional mix for a product. It will also affect the product life cycle. Food Market: Buyer behavior shapes buying decisions. Emotional tactics don't work well with
businesses. A company needs to know about the features of a product and how it will help fill a specific need. Businesses are also worried about price and return on investment. Funds Available Relative to CostsMarketing departments need to look at what types of advertising are available that will keep them within budget. Learning Objectives Review how and why funds are allocated and available relative to costs Key TakeawaysKey Points
Key Terms
Funds Available Relative to CostsNo company has an unlimited promotional budget. Marketing departments need to look at what types of advertising are available that will keep them within budget. Different Types Of AdvertisingThere are different types of advertising available. They include Internet marketing, television ads, radio ads, special events, magazine and newspaper ads, billboards, and endorsements. Each type of advertising is sold at a different rate and a company has a limited budget in which to promote a product. Tram Advertisement: Different forms of advertising charge different rates and can impact the promotional mix budget. Determining the Promotion StrategyTo determine the best type of promotional strategy, a company should look at its target market. Consumers in each type of market will have a preferred form of advertising. Companies should determine which forms of promotion will reach the most consumers in a specific target market. This strategy will help marketing departments efficiently use their promotional budget. Other Factors That Can Affect Funds There are other factors that can affect the funds available for a promotional mix. When a company is looking at launching a new product, they need to consider research, development, production, and marketing. A company may focus more on the research and development of a product, which will affect the amount of money that is available for marketing and production. Push and Pull StrategiesPush and pull strategies are promotional strategies used to get the product to its target market. Learning Objectives
Differentiate between push and pull strategies as part of a product's promotional mix Key TakeawaysKey Points
Key Terms
Push and Pull StrategiesPush and pull strategies are promotional strategies used to get the product to its target market. Push StrategyA push strategy places the product in front of the customer, via a form of advertisement, to make sure the consumer is aware of the existence of the product. This type of strategy works well for low value items and impulse buy items. The different ways a company can use a push strategy to increase awareness of a product include: Push and Pull Strategies: Push and pull strategies are used to get a product to the target market.
Push strategies work best for merchants that already have an established relationship with users. For example, cell phone providers proactively send (i.e. push) advertisements via text or MMS messages to mobile customers regarding promotions and upgrades. This permission-based marketing can be effective if personalized for the user based on personalized preferences, usage and buying behavior. However, push strategies are also effective for building demand for high-priced services (e.g., enterprise software) that are targeted to specific markets. Pull StrategyA pull strategy stimulates demand and motivates customers to actively seek out a specific product. It is aimed primarily at the end users. A strong and visible brand is needed to ensure the success of a pull strategy. The different ways a company can use a pull strategy to promote a brand include:
Using these strategies will create a demand for the product. With that demand, retailers will be encouraged to seek out the product and stock it on their shelves. For instance, Apple successfully uses pull strategies to launch iPhones or iPads. Likewise, music has also fallen under pull strategies due to
digitization and the emergence of social networking websites. Music platforms such as iTunes, Grooveshark and Spotify are reflective of the power shift from providers to consumers. Merchants must adapt their strategies to pull in demand, rather than push products--in this case, music--to consumers. Trade vs. Consumer PromotionsTrade promotions are targeted toward retailers while consumer promotions are targeted toward consumers. Learning Objectives Differentiate between trade and consumer promotions relative to a product's marketing mix Key TakeawaysKey Points
Key Terms
Trade versus Consumer PromotionsTrade promotions are targeted toward retailers while consumer promotions are targeted toward consumers. Promotions: A point of purchase or end cap display can make consumers aware of new products. Trade Promotions Trade
promotions are marketing activities executed between manufacturers and retailers. Trade promotions help companies differentiate a product, increase product visibility, and increase the product purchase rate. But while there are multiple products on the market, retailers only have a finite space to display items on their shelves. It is therefore sometimes necessary to encourage retailers to stock your item instead of your competitor 's item.
Consumer PromotionsConsumer promotions are marketing activities targeted at the consumer to encourage them to buy the product. These are often used at the product launch to increase brand awareness, market acceptance, and sales. Types of consumer promotions can include:
Companies will often use a combination of trade and consumer promotions when launching a new product. Licenses and AttributionsCC licensed content, Shared previously
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What is the most important factor to consider when developing the promotional mix for a product?ADVERTISEMENTS: It is the prime factor affecting promotional mix. Different objectives can be achieved by using different tools of promotional mix. If company's objective is to inform a large number of buyers, advertising is advisable.
What factors should an organization consider while designing the promotion mix?Main factors influencing promotion mix has been briefly discussed as under:. Type of Product: ... . Use of Product: ... . Complexity of Product: ... . Purchase Quantity and Frequency: ... . Fund Available for Market Promotion: ... . Type of Market: ... . Size of Market: ... . Stage of Product Life Cycle:. What are the factors that you should consider when promoting a product?According to Entrepreneur, there are several critical factors to consider when marketing a new product, including the competition, the ideal customer, the unique selling proposition (USP), testing, media campaigns and understanding the life cycle of the product.
How can you develop the promotional mix?Considerations for developing your marketing mix
Target market selection/market segmentation characteristics. Products/programmes/services offered. Distribution channels (accessibility and availability) Price (including discounts, incentives and payment terms)
What are the 4 components of the promotional mix and explain each briefly?The 4 Ps of marketing are product, price, place and promotion. All four of these elements combine to make a successful marketing strategy. Promotion looks to communicate the company's message across to the consumer. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing.
What is the most important promotional mix?Advertising. One of the most important elements of the promotional mix for Fun Town was the creation of a viable advertising program. Advertising is any form of impersonal (one-way) paid communication in which the company is identified.
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