Marketing Mix Marketingov mix 4 P 1 2

Marketing Mix

Marketingový mix - 4 P 1. 2. 3. 4. 5. 6. 7. 4 C (7 P) Product 1. C - Customer Value Price 2. C - Costs Place 3. C - Convenience Promotion 4. C - Communication People Process Physical Environment

Product A product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Steve Jobs is talking about the product - https: //www. youtube. com/watch? v=Ax. Zofb. MGp. M https: //www. youtube. com/watch? v=Ha. Wkgg 5 l 9 sg https: //www. youtube. com/watch? v=a 38_q. R-S 8 Yo

The Three Levels of a Product

Product - Task Try to find products to all four groups in BCG Matrix

Price Demand curve Price elasticity Price wars Type of prices - brand positioning

Price strategy Main Factors ● Costs ● Competitors (their prices) ● Product value for the client How retailers get you to buy - https: //www. youtube. com/watch? v=Vc. GR 5 d. Ppe. ME i. Phone pricing - https: //www. youtube. com/watch? v=6 Brw 4 B 33 Jyo Value Based Strategy - https: //www. youtube. com/watch? v=0 o. PIi_HVsy 0

Pricing

Customer segments 1. Promotion insensitives a. People does not react on sales at all, They are loyal to the brand 2. Stockpiling Loyalists a. People react on the sales - they buy the product more when it is discounted (stock of goods) 3. Nonstockpiling promotion sensitives a. The selection of the brand depends on the sales. They prefer brand which is with the discount 4. Stockpiling promotion sensitives a. The selection of the brand depends on the sales and they even stock the products 5. On-deal-only consumers a. People buy the products only when it is discounted

Place ● ● Place refers to distribution or the methods and location you use for your products or services to be easily accessible to the target customers. Your product or service dictates how it should be distributed. Retail vs. Factory vs. Eshop vs. Agency B 2 B vs. B 2 C The product sales volume and its characteristics Selling Strategy ● ● Selling directly Selling through a reseller Market Coverage ● ● ● Intensive distribution Selective distribution Exclusive distribution https: //www. cleverism. com/place-four-ps-marketingmix/

Promotion Marketing communication (Mar. Com) ● ● Fundamental and complex part of a company’s marketing efforts All the messages and media you deploy to communicate with the market Communication Process 1. 2. 3. 4. 5. 6. 7. 8. Source Encoding Message Channel Decoding Receiver Noise Response/Feedback

Marketing Communication Mix (Mar. Com Mix)

People Employees Structure of the company Management Corporate culture Customer services Corporate Culture CEOs - https: //www. youtube. com/watch? v=Ip 3 h. Cl 0 BWD 8

Process Services - hairdresser Quality management - Procedures in BMW Lean management

Physical environment Restaurant Toillets Gym Hairdresser - https: //www. youtube. com/watch? v=IUp. T 2 ZDm. N 9 o

Productivity & Quality “is what you’re offering your customer a good deal? ”

Packaging How the product will be protected