Product 1C Customer Value Price 2C Costs Place 3C Convenience Promotion 4C Communication People Process Physical Environment Product A product is anything that can be offered to a market for attention acquisition use or consumption and that might satisfy a want or nee ID: 785135
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Slide1
Marketing Mix
Slide2Slide3Slide4Slide5Marketingový mix - 4P 4C (7P)
Product 1.C - Customer Value
Price 2.C - Costs
Place 3.C - Convenience
Promotion 4.C - Communication
People
ProcessPhysical Environment
Slide6Product
A product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
Steve Jobs is talking about the product -
https://www.youtube.com/watch?v=-AxZofbMGpM
https://www.youtube.com/watch?v=HaWkgg5l9sg
https://www.youtube.com/watch?v=a38_qR-S8Yo
Slide7Slide8Slide9The Three Levels of a Product
Slide10Slide11Slide12Slide13Product - Task
Try to find products to all four groups in BCG Matrix
Slide14Price
Demand curve
Price elasticity
Price wars
Type of prices - brand positioning
Slide15Slide16Price strategy
Main Factors
Costs
Competitors (their prices)
Product value for the client
How retailers get you to buy - https://www.youtube.com/watch?v=VcGR5dPpeMEiPhone pricing - https://www.youtube.com/watch?v=6Brw4B33Jyo
Value Based Strategy -
https://www.youtube.com/watch?v=0oPIi_HVsy0
Slide17Pricing
Slide18Customer segments
Promotion insensitives
People does not react on sales at all, They are loyal to the brand
Stockpiling Loyalists
People react on the sales - they buy the product more when it is discounted (stock of goods)
Nonstockpiling promotion sensitives
The selection of the brand depends on the sales. They prefer brand which is with the discount
Stockpiling promotion sensitives
The selection of the brand depends on the sales and they even stock the products
On-deal-only consumers
People buy the products only when it is discounted
Slide19Place
Place refers to distribution or the methods and location you use for your products or services to be easily accessible to the target customers. Your product or service dictates how it should be distributed.
Retail vs. Factory vs. Eshop vs. Agency
B2B vs. B2C
The product sales volume and its characteristics
Selling Strategy
Selling directly
Selling through a reseller
Market Coverage
Intensive distribution
Selective distribution
Exclusive distribution
https://www.cleverism.com/place-four-ps-marketing-mix/
Slide20Promotion
Marketing communication (MarCom)
Fundamental and complex part of a company’s marketing efforts
All the messages and media you deploy to communicate with the market
Communication Process
Source
Encoding
Message
Channel
Decoding
Receiver
Noise
Response/Feedback
Slide21Marketing Communication Mix (MarCom Mix)
Slide22Slide23People
Employees
Structure of the company
Management
Corporate culture
Customer services
Corporate Culture CEOs - https://www.youtube.com/watch?v=Ip3hCl0BWD8
Slide24Process
Services - hairdresser
Quality management - Procedures in BMW -
Lean management
Slide25Physical environment
Restaurant
Toillets
Gym
Hairdresser -
https://www.youtube.com/watch?v=IUpT2ZDmN9o
Slide26Productivity & Quality
“is what you’re offering your customer a good deal?”
Slide27Packaging
How the product will be protected