1. Marketing Mix and Relationship Marketing
Lecturer – Shahed Rahman

2. Introduction Basic Dish can be constructed in so many ways
Marketing mix ( Product, Price, Promotion and Place) can be assembled to meet channel needs
Need to know how to combine these elements to achieved the desired strategic outcomes

3. The product Ingredient
Product is a unique bundle of intangible and tangible attributes offered to mass consumers
Vehicle through which exchanges of value concurrently satisfy both buyers and seller needs
Continuously evolving blending of intangible and tangible characteristics can enhance exchange of value between buyers and sellers
Fusion of Attributes
Product evolution
Value Satisfaction

4. The Product Ingredient
Fusion of attributes
A telephone is not only a handset with a charger or microprocessors
It is a bundled system that connects signals between senders and receivers
Products are bundled attributes
Product evolution
Speed dialing option
Caller identification
A product evolve to meet market place needs
Marketing channels must adapt to accommodate the new requirements of emerging products and service

5. The Product Ingredient
Value Satisfaction
Products needs satisfying goods and messages
Marketing channel add value to those goods and services
Eg.
Grameen Phone – Stay close
Reach Out and Touch someone

6. Fusion on Attributes
Tangibility is the extent of which something is capable of being touched- physical characteristics of a product
Tangible attributes actually exist in some physical form
Generally tangible components that are bundled together and offered as a package
Sometimes intangible aspects also satisfy customer needs
Product have traditionally been portrayed along an attribute based scale ranging from purely tangible goods to purely intangible services

7. Agile Competitive Environments
Marketplace in which channel members constantly modify and improve their product offerings to better satisfy changing customer needs
A combination of physical and no physical attributes is aimed at meeting distinctive challenges in the exchange relationship

8. Product in Process
The concept of agile competition requires that products continually evolve
Each market offering is really product in process
For example – If you don’t like the car in the showroom you can order one semi customized which will be delivered in 1 week time
Product in process efforts will contribute to new and stronger customer relationship and increase brand loyalty

9. Value Satisfaction
Value Satisfaction is a channel members perception of the benefits derived from owning or consuming the product
Each product must deliver some measure of value satisfaction to both buyer and seller
Different exchange partners will have different assessment of the worth of a product
Channel members should transform themselves from function delivery to value delivery systems
Important in building a channel relationship

10. Value Satisfaction Assess Customer value Provide Customer value
Typing – clicking is like a old idea of using electronic goods – need a touch screen
Provide Customer value
Giving the touchpad or touch screen option – Ipad and Ipod
Communicate customer value
Whether the problems or needs has been met or not
Solving customer problems or not