Professional Documents
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Resource Person
Mathisha Hewavitharana BBA Sp.Mktng (Col), PPG DIP. In Mktng (UK), MCIM (UK), Chartered Marketer (UK), Practicing Marketer (SL), ACMA, CGMA CIMA (UK), DBF (IBSL), AIB (IBSL), MSLIM, Reading for general MBA (Col), Manager Product Development (Finance Industry)
Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
1-4
Marketing Mix
The Set of Controllable Variables and their levels that the firm uses to influence the Target Market Kotler & Keller Collection of Tools Used By the Marketer In Achieving Predetermined Marketing Objectives / Strategies
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Marketing Mix Stakeholder Marketing Assignment Option o1 1-6 Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
1-7
WHAT IS A PRODUCT ?
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
PRODUCT
Core Benefits / Attributes Sought by the Customer Can be Defined As a Product Products
Tangible (Goods)
Intangible (Services)
Marketing Mix Stakeholder Marketing Assignment Option o1 1-10 Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
PRODUCT
Different Types of Products o Consumer Products
o Organizational Products
Copyright : 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from Refer Page 293 294 ( Marketing Management 14th the United States edition of Marketing Management, 14e.
edition)
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PRODUCT
Product Line / Mix of the Company Product Line Product Mix
A group of products which are closely related and are sold to a similar market segment.
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
PRODUCT
Product Life Cycle (PLC) This is the graphical presentation of different stages a particular product will move through during its economically valid life time.
o Research & Development
o Introduction o Growth o Maturity
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from o Decline the United States edition of Marketing Management, 14e.
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PRODUCT
Product Life Cycle (PLC)
Performance
NEW PRODUCT DEVELOPMENT New Product Development is the systematic process of introducing new product concepts to the market under following three categories;
o Innovative Products
o Replacement Products o Imitative Products
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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PRODUCT
Packaging
Need for Packaging 1. Self Service Environments 2. Consumer Influence (Convenience / Appearance / Prestige) 3. Company Brand Image & Differentiation 4. Technology & Innovation 5. Legal Requirements
Refer : Page 313 ( Marketing Management 14th edition)
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
1-19
What is Price ?
Price is the exchange value / economic value / transaction value of a particular product or service. The amount a customer pays for the product. The quantity of one thing that is exchanged or demanded in barter or sale for another.
The amount of money given or set as consideration for the sale of a specified thing.
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Determining Prices
Pricing to Meet Business Objectives
Organizations are Pricing their offer with the purpose of achieving following primary objectives;
Profit-Maximizing Objective
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
Select the price objective Determine demand Estimate costs Analyze competitor price mix Select pricing method Select final price
Refer : Page 352 - 364 ( Marketing Management 14th edition)
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Pricing Strategies
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V 01/02
Pricing Strategies
Psychological Pricing
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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V 03 / V 04
Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Two-level channel
Three-level channel
Refer : Page 380 ( Marketing Management 14th edition)
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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to play a very
significant role in the process of distribution but will result in pushing up the price of the product at the point of reaching the end consumer.
Refer : Page 381 ( Marketing Management 14th edition)
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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consumer.
Refer : Page 381 ( Marketing Management 14th edition)
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Number of Intermediaries
Exclusive
Selective
Intensive
V 09
V 11
Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
1-33
What is Promotion
Techniques of communicating information about the organization / products / services to stakeholders through a Communication Mix.
-
Advertising Personal Selling Direct Marketing Sales Promotions Public Relations Refer : Page 429 ( Marketing Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from Management 14th edition) Sponsorships the United States edition of Marketing Management, 14e.
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Communications Process
Refer : Page 431( Marketing Management 14th edition) Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Determine objectives
Design communications
Select channels
Establish budget
Communication Mix
o Advertising
o Personal Selling
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Communication Mix
o Direct Marketing
o Sales Promotions
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Communication Mix
o Public Relations
o Sponsorships
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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V 07
In push communication strategy organization motivates the intermediary parties to sell more number of units to the end user.
In pull strategy organization persuades the end user / customer to pull the products from intermediaries by using promotional tools such as advertising and direct 1-40 Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from marketing the United States edition of Marketing Management, 14e.
the United States edition of Marketing Management, 14e.
strategy of the
organization must focus on a single
coherent corporate
strategy / direction by maintaining the consistency of the message.
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Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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People
People factor refers to .
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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V 13
Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Process
Process refers to .
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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V 10 / 12
Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
1-46
Physical Evidence
Physical Evidence
refers to .
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
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Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
1-48
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
Chapter Contents
Introduction to Marketing Mix Product Price Place Promotion People Process Physical Evidence Integration of the Marketing Mix
Copyright 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from the United States edition of Marketing Management, 14e.
1-50
Thank You !
0773 29 20 29 mathihewa@yahoo.com