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Block 1, Session 7
The Marketing Mix (Pricing (Product mix pricing (Take…
Block 1, Session 7
The Marketing Mix
Promotion
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Promotion mix
Advertising
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Challenges: lack of control, need to address many, language barriers
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Criteria
- desired control
- finances
- size and spread of audience
- preferences and behaviour or audience
- comms goal
An audience-centred activity, designed to engage audiences and promote conversations. (Fill and Turnbull, 2013, p. 20)
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Process
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Multiple message sources, interactions between receivers
Informal social media networks - weakening control
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Pricing
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Affects processes on both sides of exchange
- Org operating ability
- Influence cust perceptions and purchase decisions
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Product mix pricing
Take into account differing costs, competition and demand - overall mix
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Ethical considerations
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Segmented pricing - some controversial, some illegal, some acceptable
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Services
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Mix of people, processes and physical evidence
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Physical evidence
Interpreted as cue to service quality & component of experience - affect purchase selection and future patronage
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Non-Profit Marketing
Marketing activities conducted by individuals and organizations to achieve some goal other than the ordinary business goals of profit, market share or return on investment’ (Dibb et al., 2016, p. 391
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The marketing mix is crucial to determine a product or brand’s offer
Need to adapt each P
Getting combination right is key to success
Other Org functions will contribute to putting into practice