The marketing mix is one of the most famous marketing terms. The set of controllable tactical marketing tools – product, price, place, and promotion – that the firm blends to produce the response it wants in the target market. Every hand painted picture is original in some way, as is every marketing mix.
The marketing mix is the tactical or operational part of a marketing plan. Let’s look at the elements of the marketing mix in more detail.
looks at the products or services that customers NEED throughout their lives. The environment in which the service is delivered, and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.
Promotion includes all of the tools available to the marketer for marketing communication. Borden’s marketing mix, marketing communications has its own promotions mix. Zeithaml et al (2008) Physical Evidence is the material part of a service. All human actors who play a part in service delivery and thus influence the buyers’ perceptions; namely, the firm’s personnel, the customer, and other customers in the service environment. People are the most important element of any service or experience.
The explosion of digital and the rapid rate at which consumer trends now change has transformed the face of marketing.
This has spurred the creation of an extended 7 (and even 8) “P” system, founded on a deeper understanding of the consumer processes and the trends that shape their behaviors, attitudes and perceptions. The product’s price should reflect the attributes of your target market as best as possible, pitched at the right level, but still turning a profit. Another way to think about the marketing mix is to use the image of an artist’s palette. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.Some see processes as a means to achieve an outcome, for example – to achieve a 30% market share a company implements a marketing planning process.However in reality it is more about the customer interface between the business and consumer and how they deal with each other in a series of steps in stages, i.e. It could take the form of products, brochures, information pages, or even PDFs, with the main goal of supplementing the psychological evidence that the brand exists with something tangible.The more relevant, personal and exciting the better.Whilst there is no absolute agreement on the specific content of a marketing communications mix, there are many promotions elements that are often included such as sales, advertising, sales promotion, public relations, direct marketing, online communications and personal selling. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.There are many examples of physical evidence, including some of the following buildings, equipment, signs and logos, annual accounts and business reports, brochures, your website, and even your business cards. There are a number of perceptions of the concept of process within the business and marketing literature.Employing the right people is essential because they shape your brand, and its product offering.This element covers the interface between the business and consumer and how they deal with each other at every stage of your service.