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Marketing Mix, dis - Coggle Diagram

- - - - DIS: 1. The high price will discourage some consumers from buying, lossing potential sales and revenue. 2. High price attract competition, as more firms enter industry, might need to develop new mthods to maintian market share. 3. If the product is not highly diffrentiated from competitor's product, then high price will not achieve levels of sales needed to make a profit.
  - - - DIS: 1.Consumer who purchased by higher price will be dissastisfied when the product is sold in lower price later, might refuse to purchase, might reduce sales and revenue.2. Consumers are confused by the constantly changing of prices, might switch to subsititute insteas. Reducing prices, consumer might think quality declined.
- - - - Packaging: product protection(safeguards from damaging), product promotion(mobile advertising medium with brand logo, attract potential customers), support brand image( unique packaging acts as recognizable brand symbol, help develop emotion connection and visual recognition of the consumers). product information(provide essential detailes for consumer to know on the package).
  - - - DIS: Developing new products can lead to high cost, including detailed market research and technical development, might make loss if revenue earned was lower. Also, not all ideas can be converted to successful and profitable products, there is a risk that consumers do not purchase sufficient amount to make profit. Competitors may quickly launch similar products, reducing competitive advantage.
- - - - ADV and Dis
        
        Low cost compared to other media, saves cost for future advertising campaigns.
        
        Located in prime positions with many potential consumers passing by, encourage the consumers to purchase particular products, and increase sales.
        
        It can be read or seen over once, keep reminding the consumer will raise their interest and encourage purchasing.
        
        DIS:
        
        The best locations are the most expensive, since the most people are passing by, increasing expenditure.
        
        It can be damaged or vandalized, makes it not influential and appealing to potential consumers.
        
        Many passers-by will not notice this type of advertising, decrease the effectiveness.
    - - ADV
        
        The good publicity曝光度 of being associated with big sporting and other events, the quantity of potential consumers is large, might be effective to boost sales.
        
        The global press and TV coverage of the largest events: the advertisement is able to effect people globally, more potential consumers.
        
        The successful team can lead to greatly increased interest in the brand.
      - Can be very expensive to be involved in the most popular events, increases expenditure
        
        Failure of the event, team or individual can reflect badly on the brand, not only fail to increases sales but also gain bad reputation and brand image.
    - - ADV and Dis
        
        ADV: 1. Adverts have visual appeals, more attractive and influential to consumers, create brand image with popular actors used. 2. National or international coverage is possible, since TV programmes and radio are not restricted by locations.
        
        It can linger the memory of condumers for a long time if visually dramatic, can effect the consumer for long term.
        
        DIS:1.It can be expensive to buy media time, especially in those popular shows. 2. Expensive to design and produce the adverts, including paying the actor, finding firms that produce high-quality adverts, increases expenditure.3. There is no permanent hard-copy, cannot influence the consumer for long term.
    - - ADV:1. High target precision, effectively influence consumers. 2. coverage nationally and internationally, effect influencing consumers in the worldwide range.
      - DIS1. information overload, consumers recieve large amount of adverts daily, reduces their attention in the adverts.2. Unique, intersting, remarkable ads that intend to win the competition requires a large amount of input.
    - - Adv:
        
        directed at particular regions or consumer who read particular special interest magazines, ensure the printed document was effectively used.
        
        It provide a hard copy, which can be cut out and kept by consumer for future references, reduced cost for future advertisement.
        
        Dis:
        
        expensive to gain national coverage, since the population was huge, unable to cover some regions, only capable for important ones, or else the expenditure would be too large.
        
        Much less effective than digital advertisement, since younger generation loss interest reading offline publications, used digital communication more often.
  - - - ADV: 1. triggers impulse purchases2. increase awarness if the supermaketes have many customers.
      - Dis:1. customers might only bought for impulse but refuse to repeat purchase later. 2. if the markets have little amount of customers, not effecttive as other ways of sales promotion.
    - - Adv: 1. Direct mail: low cost, targeted audience, can track conversion rate:完成目标的用户占所有的比例。Dis: can be viewed as junk mail, depends on the preference for digital communications.
        Telemarketing: can be outsourced, focus on producing and improving the product itself. 2. lower cost than personal selling, ability to monitor to conversion rate.
        
        Might meet objection against cold calling2. might earn bad reputation, if the consumers was annoyed by the phone call.
        Personal selling: ADV: 1. tailored to customer's needs, can gain satisfaction from consumer, brand loyalty. 2. suitable for industrial product, detailed explantion for product.Dis: hard selling 高压推销：dissatisfaction and negative emotion for consumers, might earn bad reputation. 2. requires skilled sales representative, unskilled might fail.
  - - - Carefully selected promotion mix many reduce cost: cheaper ways of communicating are adopted. boost sales, as better way of communicating are used to communicate more effectively and to more people.
- - - - ADV: 1. sell larger quantities to retailers than individual item to customers, reducing delivery and administartion运营costs. 2. Producer can focus on manufacturing the producr or supplying the service, marketing, display and pricing was responsible for retailers.3. Customers have more choice of products than if they just buy from single producer as products from several manufacturers are usually available.
      - DIS: 1. No direct contact, no feed backs2. price higher because need to cover retailer's cost and make a profit. 3. manufacturer have lower profit per unit, sell products cheaper to retailer than consumers.
    - - ADV: 1. wholesaler hold most inventory, reduce cost for storing and the storage space of the manufacturer. 2. wholesaler hold products from a number of producers, increases range of goods available to retailers and eventually consumers. 3. buying small quantities from wholesaler, maintain freshness of food products especially perishable products, benefit consu,ers too. 4. Manufacturers have fewer orders to process and delivery journeys to make.
      - DIS: more expensive to retailers to purchase from wholesaler rather from producer. Increase the ordering process in the distribution channel, adds to the final cost paid by customer. Customer price is higher than direct selling as both wholesaler and retailer have to cover costs and make a profit. Manufacturer loss control over the selling process as wholesalers will decide what retailer to supply and the price.
    - - ADV: 1. direct and low cost, it can be undertaken by mail order, factory shops or manufacturers' websites. 2. it's suitable for products that are perishable to maintain freshness. 3. All profits is earned by producer. 4. manufacturer has full control over the selling and promoting activities. No worry for someone else harming thebrand image.
      - DIS: 1. Impractical, some consumers do not live around the factory and cannot go to purchase, loses potential customers and may only achieve low sells. 2. May not suitable to be delivered by mail or courier, if is, the the cost was added to the price and paid by consumers.3. Less convenient for customers who want to purchase a range of products in a retail shop. Resulting dissastisfaction and can decrease brand loyalty.
    - - ADV: all distribution functions are undertaken by agents, producer can focus on developing and supplying the product. The agents often has specialist knowledge, help to male the marketing of product successful. The producer can reduce number of it own sales employee, reduces costs.
      - DIS: producer have less control, on the marketing and distribution. The product might be available to consumers with some negative effect on brand image. Agents have less detailed knowledge of the producer's good, might give incorrect information to customer. Agents fees and commision may increase the final price paid by customers.