1. Business Studies Using your skills and knowledge in the outside world.
A marketing perspective

2. Trevor Butler

3. TB|PR 2006 – formed TB-PR Marketing and PR agency
National, local clients
Business, charity sectors
TB|PR

4. What is the Marketing Mix?

5. Marketing What is the Marketing Mix?
Essential to meet customers’ needs
Vital to maintain and increase business
They combine to create a ‘brand image’
Together they create the company’s USP
Marketing

6. The magic letter of the ‘marketing mix’ is ???

7. Marketing The magic letter of marketing is ???
P ! Each element begins with P
But, how many are there?
Marketing

8. Marketing Often four Ps of Marketing are cited as key
Do you know what they are?
Marketing

9. Product – goods or services: their appearance, shape, size, colour, features, etc
Test the market.
Ask consumers what they want.
Look for gaps in the market.
Marketing Mix

10. Marketing Mix Price – essential. Too cheap and no profit.
Too expensive, and no customers.
Market research defines here.
Marketing Mix

11. Marketing Mix Promotion – key Don’t; tell people, they’re unaware.
Special Offers
Advertising
Must inform the RIGHT segments
Marketing Mix

12. Marketing Mix Place – where to sell
Trad outlets – shops, stalls, stores
Mailorder
Selection according to market segments
New outlets - online
Marketing Mix

13. Added Ps! People Research - Enough people in target market?
Employees – vital to success.
Added Ps!

14. Added Ps! Process Systems and processes of the business Manufacture
Sales
Supply, etc
Added Ps!

15. Added Ps! Physical Physical evidence of presence in the market
EG – think fast-food – which brand do you think of first?
Added Ps!

16. Physical
EG – think Sport– which brand do you think of first?
Added Ps!

17. Extending to the 4 Cs Robert Lauterborn, 1990
Extension, not replacement of 4 Ps
Extending to the 4 Cs

18. Extending to the 4 Cs Robert Lauterborn, 1990 Product – Customer Value
Price – Cost
Place – Convenience
Promotion - Communication
Extending to the 4 Cs

19. What factors might limit our ideal Marketing Mix?
Constraints

20. Budget – marketing can be expensive
Constraints

21. Time – marketing can take a long time – EG: a TV programme can take months of work to achieve
Constraints

22. Any questions?
Thank you