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Published byJocelyn Ball Modified over 6 years ago
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Business Studies Using your skills and knowledge in the outside world.
A marketing perspective
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Trevor Butler
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TB|PR 2006 – formed TB-PR Marketing and PR agency
National, local clients Business, charity sectors TB|PR
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What is the Marketing Mix?
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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
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The magic letter of the ‘marketing mix’ is ???
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Marketing The magic letter of marketing is ???
P ! Each element begins with P But, how many are there? Marketing
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Marketing Often four Ps of Marketing are cited as key
Do you know what they are? Marketing
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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
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Marketing Mix Price – essential. Too cheap and no profit.
Too expensive, and no customers. Market research defines here. Marketing Mix
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Marketing Mix Promotion – key Don’t; tell people, they’re unaware.
Special Offers Advertising Must inform the RIGHT segments Marketing Mix
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Marketing Mix Place – where to sell
Trad outlets – shops, stalls, stores Mailorder Selection according to market segments New outlets - online Marketing Mix
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Added Ps! People Research - Enough people in target market?
Employees – vital to success. Added Ps!
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Added Ps! Process Systems and processes of the business Manufacture
Sales Supply, etc Added Ps!
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Added Ps! Physical Physical evidence of presence in the market
EG – think fast-food – which brand do you think of first? Added Ps!
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Physical EG – think Sport– which brand do you think of first? Added Ps!
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Extending to the 4 Cs Robert Lauterborn, 1990
Extension, not replacement of 4 Ps Extending to the 4 Cs
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Extending to the 4 Cs Robert Lauterborn, 1990 Product – Customer Value
Price – Cost Place – Convenience Promotion - Communication Extending to the 4 Cs
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What factors might limit our ideal Marketing Mix?
Constraints
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Budget – marketing can be expensive
Constraints
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Time – marketing can take a long time – EG: a TV programme can take months of work to achieve
Constraints
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Any questions? Thank you
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