Marketing

Strategies

Extended marketing mix

People
Processes
Physical evidence
 Developing marketing
Price Place
strategiesMethods to get the product to the customer.
The value placed on what is exchanged.
•Cost price •Intermediaries
•Market price •Channels
•Competition-based price •Intensive coverage
•Price skimming •Selective coverage
•Price penetration •Exclusive Coverage
•Loss leader •Transport
•Price lining and price point •Warehousing
•Price and quality interaction •Inventory

Promotion Product
Activities used to communicate to a target Anything that satisfies a need or want and can
market persuasive, positive information about be offered in exchange.
a business and its products. •Quality
•Personal selling •Style
•Advertising •Positioning
•Below-the-line promotions •Branding
•Public relations and publicity •Packaging
•Opinion leaders •Warranty
•Word of mouth •Differentiation
 Developing marketing
strategies
• The 4 P’s (Marketing mix)
1. Product: anything that
satisfies a need or want and
can be offered in exchange.
2. Price: the value placed on
what is exchanged.
3. Place: method used to get
the product or service to the
customers.
4. Promotion: activities used to
communicate to a target
market.
 Products and
services
•Product and service
•A product is a good, service or idea that can be offered in
an exchange.
•A total product concept is the tangible and intangible
benefits.
•Intangible benefits help to differentiate products.
•Branding – symbols and logos
Products and
services
•A brand is a name, term, symbol, design or any
combination of these that indentifies a specific product and
distinguishes it from its competition.
•This can be broken into the brand name (the part of the
brand that is spoken) and the logo or brand symbol (graphic
representation that identifies a business or product)
•Types of brands:
• Manufacturer’s or national brands (owned by the manufacturer
eg Mambo)
• A private or house brand (Owned by a retailer or wholesaler eg Miss
Shop)
• Generic brands (Products with no brand name eg Home Brand)
• Trademark (Brand name or symbol that is registered and the business has
exclusive right of use)
 Products and
•Packaging services
•Involves the development of a container and the graphic
design for a product.
•Well designed packaging may assist in creating a positive
image of the product and assist sales.
•Packaging preserves the product whilst also promoting it
and informing consumers about the product.
•Environmental concerns are associated with packaging