Company and Marketing Strategy Chapter: 2

Developing an integrated marketing mix Marketing Mix The set of controllable tactical marketing tools- Product, Price, Place and Promotion- (People, Process, Physical Appearance) that the firm blends to produce the response it wants in the target market

The Four s of the Marketing Mix Product Variety Quality Design Features Brand name Packaging Services Price List Price Discounts Allowances Payment Period Credit Terms Promotion Advertising Personal Selling Sales promotion Public Relations Place Channels Coverage Assortments Locations Inventory Transportation Logistics Target Customers Intended Positioning

3 Extra P’s (For Services) E.g.Freddy’s staff greet You well when you enter The restaurant Airhostess of Emirate e.g. The reason behind Airline your food being delivered to you at exact time in Pizza Hut e.g.The welcoming and neat And tidy experience Customers have when they Visit Serena People Staff and employees Interpersonal skills Service knowledge Process System Efficient service Physical evidence Ambiance Atmosphere Environement I

4Ps and 4Cs 4Ps4Cs ProductCustomer Solution PriceCustomer Cost PlaceConvenience PromotionCommunication

Marketing Analysis SStrengthsInternal capabilities, resources, and positive situational factors WWeaknessesInternal limitations, negative situational factors OOpportunitiesFavorable factors or trends in the external environment TThreatsUnfavorable external factors

Marketing Planning & Implementation Marketing Planning: Involves deciding on marketing strategies that will help the company attain its overall strategic objectives “what and why” Marketing Implementation The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives “who, where, when and how”

Marketing Department Organization Functional Organization e.g. sales manager, advertising manager Geographic Organization e.g. different people for different regions to save time and money Product management Organization e.g. Brand Manager Dunhill, Brand manager Gold Leaf Customer management Organization e.g. Teams made to deal with the customers

Marketing Control The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved -Operating Control - Strategic Control