1. MARKETING MIX

2. Marketing Mix
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's

3. Marketing Mix (4 Ps)
Product
Promotion
Pricing
Place

4. Marketing Mix (4 Ps)
Product: The product, service, or program includes both tangible and intangible elements.
Price: The price is what the customer pays. The benefits of the product have to be great enough to warrant the price. Price includes all costs associated with the product, service, or program.

5. Marketing Mix (4 Ps)
Place: The place is where the customer receives the product, service, or program. The place of delivery. The organization must determine how much the target market is willing to pay for atmosphere and physical resources of place.

6. Marketing Mix (4 Ps)
Promotion: includes all forms of communication you use to communicate the benefits of your offering to the target market(s). The objective is to persuade the customer in such a way that he or she recognizes that your offering is uniquely qualified to meet his or her needs.

7. Marketing Mix (4 Ps)
The term promotion mix is commonly used to refer to the types of communication that are available: advertising, public relations, personal selling, publicity, and sales promotion. Some authors include direct marketing. Word of mouth, though seldom discussed, is powerful promotion.

8. Elements of the Marketing Mix
Sub-Elements
PRODUCT
Product design
Product positioning
Product name and branding
Packaging and labeling
Breadth and depth of product Line
Level and type of customer service
Product warranty
New product development process
Product life cycle strategies

9. PRICE
Manufacturer, wholesaler and retailer selling
Prices
Terms and conditions
Bidding tactics
Discount policies
New product pricing (Skim Vs. Penetrating Pricing)

10. PROMOTION (MARKETING & COMMUNICATION)
Advertising
Sales force policies
Direct marketing (mail, catalog)
Public relations
Price promotions – for the consumers and the channel
Trade shows and special events

11. PLACE (DISTRUBATIONCHANNEL) Direct Vs. Indirect channels
Channel length
Channel breadth (exclusive, selective or Intensive)
Franchising policies
Policies to ensure channel coordination and Control
Marketing Programs

12. 3P’s For Service Marketing
People - customer-provider relationship, training, culture, skills, and attitudes.
Physical- ambience, appearance, equipment, machines Evidence – Buildings, physical facilities.
Process – Activity sequence, quality management, customer participation and delivery process

13. PEOPLE
Training
Personal Selling
Customer Service

14. Physical Evidence Packaging Internet/web pages
Paperwork (such as invoices, tickets and dispatch notes)
Brochures

15. Physical Evidence Furnishings
Signage (such as those on aircraft and vehicles)
Uniforms
Business cards
The building itself (such as prestigious offices or scenic headquarters).

16. Process
Processes essentially have inputs, throughputs and outputs (or outcomes)

17. Thank you!