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Marketing Mix (4ps) Slide 1

Product Price

Place

Promotion

The marketing mix principles are controllable variables which have to be carefully managed and must meet the needs of the defined target group. All elements of the mix are Linked and must support each other.

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Marketing Mix (4ps) Slide 2 Product


Product Decisions

Branding

Quality

Features

Benefits offered
We must remember that Marketing is fundamentally about providing the correct bundle of benefits to the end user, hence the saying Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer (P.Tailor 7/00)

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Marketing Mix (4ps) Slide 3 Pricing


Penetration Skimming

Pricing Strategies

Competition Product Line Bundle


Psychological

Pricing is the only mix which generates a turnover for the organisation. The remaining 3ps are the variable cost for the organisation. It costs to produce and design a product, it costs to distribute a product and costs to promote it. Price must support these elements of the mix. Pricing is difficult and must reflect supply and demand relationship.

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Marketing Mix (4ps) Slide 4 Promotion


Advertising Public Relations

Promotional Mix

Sales Promotion Personal Selling

A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional mix can consist of:

Direct Mail
Internet/ E-commerce

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Marketing Mix (4ps) Slide 5 Place


Direct Distribution Indirect Distribution
Manufacturer Manufacturer

Retailer

Consumer Consumer

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