• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The Marketing Mix - the Five Ps.

Extracts from this document...

Introduction

´╗┐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.

Middle

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.

Conclusion

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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    IEE-I mainly purchase exterior accessories on a yearly basis. Presently, I have new rims, spoiler, exhaust, angel eyes (lights in the shape of eyes) and windows tinted. I don't really have any interior accessories other than dice. Seasons play a large part on what accessories I purchase. For example, during the winter I will purchase a scrapper, de-iced spray and special winter tyres.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    I decided to make the colour of the can drinks black with fizzy bobbles to inform consumers that it is a fizzy drink. I will include blackcurrant pictures again to inform consumers that the drink is blackcurrant flavour. Sales promotion methods: A sales promotion may be defined as an attempt

  1. Unit 3 - Marketing Research And Marketing Mix

    too sweet * 8 people said that the packaging was too fancy * Average price the new drink is 60p-70p the majority think that the drink should be priced at about 45p-55p Improvements that could be made: * Less sweeter than already is * Change the prices to a price

  2. Thorpe Park Marketing Mix

    Lost city Ranger County Amity Cove Other Do you prefer fast or slow rides? Fast Slow Should smaller rides be at the front of the Park? Yes No Should there be more gift shops around the park? Yes No Do you Prefer Thorpe Park introducing new rides or would you prefer to keep Thorpe Park how it is?

  1. Business Studies Company Profile

    to save a fortune buying now and so persuading them to purchase the car. This is also an example of discounting. * Credit terms, e.g. when the money for the car has to be paid, if the car is bought on credit.

  2. Creative Product Promotion

    Sony didn't only advertise their camcorders through television but also ran a print campaign, advertising their DCR-TRV38 and DCR-TRV22 models of camcorders. One of the ads targeted young families while the other titled the 'Roller Coaster' showed the camcorders in action.

  1. Business Aims and Objectives and the Marketing Mix

    The marketing will tell people about the good things a business is doing and persuade then to buy or use it products or services. They can do this by,?. Discovering the particular needs of a consumer. A consumer can be a person or an organization that purchases our products or services for personal use rather than manufacturing and reselling.

  2. Marketing mix- 7P's for Android phones and Burgers

    PRODUCT Android phones Android phones are highly valued nowadays because of its brand and opportunities its technology provides to anyone using it, as the models vary and so do the options of the phone, so everyone can choose the one that applies to them and their needs most.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work