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The Marketing Mix - the Five Ps.

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´╗┐INTRODUCTION According to palmer (2004; 576), ?the marketing mix refers to the choices available to a company or organization regarding the promotion or marketing of its product or services. Usually this process involves considerations regarding where the marketing will take place, the product or service, the customers, and the best way to carry out the promotion as a whole.? The marketing mix is not based on any theory, but on the need for marketing managers to breakdown their decision making into a number of identifiable and actionable headings. The familiar 4ps marketing mix, firmly based on the needs of the manufactured goods sector has given us the four familiar 4ps of product, price, promotion and place. These 4ps have been found to be too limited in their application to services, however the 4ps have been expanded to the 7ps to address the different nature of business. PRODUCT Product offering lies at the heart of an organization?s marketing program is usually the starting point in creating or marketing mix. Product is everything, both favorable and unfavorable that a person receives in an exchange. Dynamates Public Relations consultancy is a new company which will be offering services to other companies. ...read more.


Without promotion, the general public would not know about a company and sales would suffer the following are the tactics that the consultancy will use to promote its services; Advertising; it is the most visible element of the promotion components. Is any paid form of non personal communications usually delivered through mass media by an identified sponsor. The consultancy will advertise heavily in television and radio. Also internet, cell phones and billboards will be used to advertise the services of the consultancy. Sales promotion; it consists of short range tactics that are intended to achieve a specific objectives within a target market. The consultancy will PLACE A key factor influencing the selection of a service provider is convenience. It is essential that product is available around. The consultancy will open some offices in different towns to make it convenient for customers to use their services. Place is concerned with various methods of transporting and storing goods, and then making them available for the target group. The consultancy will make sure there is no product or service in their offices so that the customers should not shift to another consultancy for the service or product. ...read more.


From a customer’s perspective, the encounter with the service staff is probably the most important aspect of the service. The service levels and the way service is delivered by front line personnel can be important source of differentiation as well as competitive advantage. The consultancy will recruit the right employees and provide them with excellent training regardless of whether employees are highly skilled professionals or low skilled workers. Better trained staff exhibit competence, courtesy, responsiveness, communication, credibility and reliability. The frontline personnel will be empowered so that they deliver to their best. PHYSICAL ENVIRONMENT Physical environment relates to the style and appearance of the physical surroundings and other experimental elements encountered by customers at service delivery sites. The consultancy will employ colors textures, sounds, scents and special design to enhance the desired service experience and or to heighten an appetite for certain services. The reception areas of the consultancy will be spacious and neatly arranged. Also the décor and furnishings will be elegant and designed to impress. PROCESS Toll free numbers will be introduced so that customers may not travel a distance for a service that they could have received via phone call. Call centre will be of advantage for the consultancy because customers will be not limited to the time to get the service. ...read more.

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