Marketing Mix Presented by Balachandar K MBA PGDRM

Marketing Mix Presented by Balachandar K. MBA. , PGDRM.

Business – Needs and wants. Market – place where buying and selling activities takes place. Philip Kotler defines marketing as “satisfying needs and wants through an exchange process”

Marketing concept • • • Production concept Product concept Sales concept Marketing concept Societal Marketing concept. – Taking care of customer to get long term benefit. Marketing Strategy = Marketing Mix + Target Segment.

Marketing mix or 4 P’s Marketing manager as a “mixer of ingredients” James Culliton, 1940. Marketing mix Neil H. Borden, 1953. E. Jerome Bob Lauterborn, Supply side Mc. Carthy - 1960 Professor North model Carolina Chekitan Dev and Don Schultz 4 P’s 4 C’s SIVA Model 4 V’s Product Consumer wants Solution and needs Validity Promotion Communication Information Vogue Price Cost to satisfy Value Place Convenience to buy product Access Venue

4 P’s 4 c’s SIVA Model 4 V’s Product IPhone 2. 0 Consumer wants and needs IPhone 3 g and 3 gs ( No front camera) 3 G Solution IPhone 4 (Phone with front camera) 4 G Viability IPhone 4 s ( Personal assistant SIRI) 4 G. Usage of plastic bags banned. Promotion. Just conveying about the product. Communication Interactive program. Two way communication. Using web address, phone number, creative. Credit cards. Information ( Giving details). Through blogs, Videos. Vogue ( Communication should be of two ways and should match the trend of the market) Eg: Diwali, Christmas, Aadi sale Popular, Acceptable. Price. ( You didn’t looked for other cost involved in buying the product) Cost to satisfy (Include the cost involved such as transportation, time spent) Value (This emphasize more on the value they got by paying the price) Value (This emphasize more on the value they got by paying the lowest price). Place (Retailer, Wholesaler, Distributors, Inventory, Warehouse) Convenience (Pre order online – IPhone 4 s, Flipkart. com, Door delivery) Access (Ease of buying a product should be there. Also it should reach in specific time) Venue ( Even your own place can be a marketing place, Pizza delivered at home, Internet sales, Internet banking) 2 G

Insights of Marketing Mix

For references: • http: //vivek-markadiser. blogspot. com/2010/03/evolving-marketing -basics-4 -vs-for-4 -cs. html • http: //www. customfitfocus. com/marketing-1. htm • http: //www. daden. co. uk/models/siva_marketing_model. html • thisayakorn. hubpages. com/hub/marketing-4 Ps-4 Cs-4 Vs • http: //www. netmba. com/marketing/mix/ • http: //www. sales-and-marketing-for-you. com/define-marketingmix. html • http: //www. sales-and-marketing-for-you. com/what-is-themarketing-mix. html • Obviously: - Philip Kotler – Marketing Guru.