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4.5 C promotion D place 4.6 extended marketing mix - Coggle Diagram
4.5 C promotion D place 4.6 extended marketing mix
promotion
means communicating messages about the product and/or brand to customers
ATL (above the line)
mass media (everyone), non-targeted
BTL (below the line)
direct, targeted
TTL (through the line)
combo of ATL + BTL
promotional mix
is a set of decisions to be made when promoting a product
(APPS)
advertising
informative advertising
is to tell the customers about the features of the product
comparative advertising
it includes comparison of product features with those of competitors products
numerical factor
it provides a lot of numerical data about the product fetures
persuasive advertising
is to convince the customers to buy the product
bargain appeals (buy only today woth a 20% discount)
celebrity endorsement
feel good factor (it includes images of happy people)
Public relations
promotional activities that are aimed at increasing the brand value positioning a brand/product
sales promotion
It means short-term measures that are conducted in order to increase sales (coupons,vouchers)
personal selling
It means person-to-person sales/purchasing experience
guerrilla marketing
is an unconventional way of performing marketing activities at a low price
SMM (social media marketing)
refers the use of social media platforms (Instagram, YouTube etc.) to promote a product and/or brand
place
is the decison of how products reach the end consumer through diferent
distribution channels
distribution channels
zero - level
is a type of distribution channel without any intermediaries
(products are sold directly from the producer)
one - level
it has one intermediary, premium goods and goods in high qualitiesare usually sold this way
two level
is a kind of distribution channel with two intermediaries
producer, wholesaler, retailer, consumer (2 level)
Intermediaries
organisations that act as a link in distribution between the producer and the consumers
retailers (minorista)
distributors
agents
wholesalers (mayorista)
people
is the element of the marketing mix for services that is concerned with
employee-customer relationships
uniform, manners & attitude and feedback,response to complaints and communication
essential decision for services, because they are produced and consumed at the same time, not all services involve humans
national culture
(chinese,spanish etc)
cultural gap
cultural differences that prevent mutual understanding
processes
refers to the element of the marketing mix for services that is concerned with the
purchasing experience
(delivery,waiting times,customer service)
how exactly purchase/sale is made and/or is delivered
physical evidence
refers to the tangible aspects of a service
allows consumers to evaluate and predict the quiality of provided services (equipment used by barbers, car mechanics)