Marketing Mix And CRM

Marketing Mix

The marketing mix is the set of tools (four Ps)

the firm uses to implement its marketing
strategy
 Product
 Price
 Place
 Promotion

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Product
Product strategies include what product to make,
how to package it, what brand name to use, and
what image to project.
Price
Price strategies should reflect what customers are
willing and able to pay.
Cost base
Competitor base
Psychological
Placement
Place strategies deal with how and where a product
will be distributed
Supply chain
Market Intermediaries
Promotion
Promotion deal with how potential customers will be
told about the new product, what the message will
be, when and where it will be delivered, and with
what inducements to buy.
Direct Marketing
Personal Selling
Sales Promotion
Public Relation
Advertisement
Marketing Mix

The marketing mix is the set of tools (four Ps) the

firm uses to implement its marketing strategy
 Product
 Price
 Place
 Promotion
 People
 Process
 Physical Evidence
Marketing Mix With 4Cs

 Product Customer Solution

 Price Cost
 Place Convenience
 Promotion Communication
 Building Customer Relationships
Customer Relationship Management
(CRM)

Customer relationship management is the

overall process of building and maintaining
profitable customer relationships by
delivering superior value and satisfaction

 Pareto 80/20 principle

Building Customer Relationships
Customer Relationship Management
(CRM)

Customer perceived value is the difference between

total customer value and total customer cost

Customer satisfaction is the extent to which a product’s

perceived performance matches a buyer’s
expectations.
E.g (Trainers)
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Two basic strategies for customer
retention
Negative and positive
customer retention strategies

Create exit barriers Delight them

Enforce the contract Create added value
Extract switching Use sales promotions
penalties Create social and structural
bonds
Earn the customer’s trust
 Marketing Process
Understand
Design customer
Marketplace and
driven marketing
Customer Needs &
strategy
Wants

(4PS) Construct a
Marketing Program CRM

Capture value from

customers to create profit
 Career In Marketing
Simply, People whose job is to increase sales and maximize profits.
Marketing exists almost everywhere / Every business need
Marketing.
Lots of co-discipline to join
 Advertising
 Brand Management
 Retail
 Market Research
 Public Relation
 Media
 Sales
 Academics