Dijelaskan
Sebelum kita masuk ke semua elemen dari bauran pemasaran, dan untuk
menghindari kebingungan antara 4p ini, 7p dan bahkan 4c - Anda harus
memperhatikan pada gambar di bawah ini untuk memahami apa yang
membuat seluruh bauran pemasaran.
Sayangnya, bagi banyak pemasar yang ada dan calon pemasar, konsep ini
dipoles sebagai "semua orang tampaknya tahu apa itu" dan diabaikan
sebagai pengetahuan dasar. Tapi apakah Anda benar-benar tahu apa itu? Mari
kita cari tahu.
Sekarang, apa adalah bauran pemasaran, tepatnya?
Marketing Mix 4P
Sebuah produk adalah item yang dibangun atau diproduksi untuk memenuhi
kebutuhan kelompok tertentu orang. Produk dapat berwujud atau nyata
karena dapat dalam bentuk jasa atau barang.
Anda harus memastikan untuk memiliki hak jenis produk yang sangat
diminati untuk pasar Anda. Jadi selama fase pengembangan produk, pemasar
harus melakukan penelitian yang luas pada siklus hidup dari produk yang
mereka ciptakan.
Penempatan atau distribusi adalah bagian yang sangat penting dari definisi
bauran produk. Anda harus memposisikan dan mendistribusikan produk di
tempat yang dapat diakses oleh pembeli potensial.
Ini dilengkapi dengan pemahaman yang mendalam dari target pasar
Anda. Memahami mereka dalam ke luar dan Anda akan menemukan paling
efisien positioning dan saluran distribusi yang secara langsung berbicara
dengan pasar Anda.
Ada banyak strategi distribusi, termasuk:
Distribusi intensif
Distribusi eksklusif
Distribusi selektif
Waralaba
Berikut adalah beberapa pertanyaan yang harus Anda jawab dalam
mengembangkan strategi distribusi Anda:
Di mana klien Anda mencari layanan atau produk Anda?
Apa jenis toko yang klien potensial pergi ke? Apakah mereka berbelanja
Pengiklanan
Promosi penjualan
Iklan biasanya meliputi metode komunikasi yang dibayar untuk seperti iklan
televisi, iklan radio, media cetak, dan iklan internet. Di zaman sekarang,
tampaknya ada pergeseran fokus secara offline ke dunia online.
Hubungan masyarakat, di sisi lain, adalah komunikasi yang biasanya tidak
dibayar. Ini termasuk siaran pers, pameran, penawaran sponsorship, seminar,
konferensi, dan acara.
Dari mulut ke mulut juga merupakan jenis promosi produk. Dari mulut ke
mulut adalah komunikasi informal tentang manfaat produk dengan
pelanggan yang puas dan individu biasa. Staf penjualan memainkan peran
yang sangat penting dalam hubungan masyarakat dan dari mulut ke mulut.
Hal ini penting untuk tidak mengambil ini secara harfiah. Dari mulut ke mulut
juga bisa beredar di internet. Dimanfaatkan secara efektif dan memiliki
potensi untuk menjadi salah satu aset paling berharga yang Anda miliki
dalam meningkatkan keuntungan Anda secara online. Contoh yang sangat
baik dari ini adalah secara online media sosial dan mengelola secara online
kehadiran media sosial perusahaan.
Dalam menciptakan strategi promosi produk yang efektif, Anda perlu
menjawab pertanyaan-pertanyaan berikut:
Bagaimana Anda dapat mengirim pesan pemasaran untuk pembeli
potensial Anda?
Kapan waktu terbaik untuk mempromosikan produk Anda?
Akan Anda mencapai audiens potensial Anda dan pembeli melalui iklan
televisi?
Apakah terbaik untuk menggunakan media sosial dalam
mempromosikan produk?
Apa strategi promosi pesaing Anda?
Kombinasi Anda strategi promosi dan bagaimana Anda pergi tentang promosi
akan tergantung pada anggaran Anda, pesan Anda ingin berkomunikasi, dan
target pasar yang sudah Anda tetapkan sudah dalam langkah-langkah
sebelumnya.
Model 7Ps adalah model pemasaran yang memodifikasi model 4P. The 7Ps
umumnya digunakan dalam industri jasa.
Berikut adalah ekspansi dari 4P untuk model pemasaran 7Ps:
Dalam industri
jasa, harus ada bukti fisik bahwa layanan disampaikan.Selain itu, bukti fisik
berkaitan juga dengan bagaimana bisnis dan itu produk yang dirasakan di
pasar.
Ini adalah bukti fisik dari 'kehadiran bisnis dan pendirian. Sebuah konsep ini
adalah branding. Misalnya, ketika Anda memikirkan "makanan cepat saji",
Anda memikirkan McDonalds.
Ketika Anda berpikir tentang olahraga, nama Nike dan Adidas datang ke
pikiran.
Anda segera tahu persis apa kehadiran mereka di pasar, karena mereka
umumnya pemimpin pasar dan telah menetapkan bukti fisik serta bukti
psikologis dalam pemasaran mereka.
Mereka telah memanipulasi persepsi konsumen mereka dengan baik ke titik
di mana merek mereka muncul di baris pertama ketika seseorang diminta
untuk secara luas "nama merek" di niche atau industri mereka.
Marketing Mix 4C
dikeluarkan saat membeli suatu produk. Biaya hati nurani atau biaya
kesempatan juga merupakan bagian dari biaya kepemilikan produk.
Konsumen Ingin dan Kebutuhan - Sebuah perusahaan hanya harus
Tujuan utama dari bisnis adalah untuk membuat keuntungan dan ini adalah
jitu, terbukti cara untuk mencapai tujuan ini.
4P Pemasaran
4P Pemasaran
Pemasaran adalah fungsi bisnis yang menentukan kebutuhan konsumen. Hal
ini juga mengidentifikasi target pasar serta berlaku layanan dan produk untuk
melayani pasar tersebut. Selain itu, melibatkan promosi layanan dan produk
dalam pasar. Individu yang berencana untuk memulai bisnis tidak peduli
seberapa besar atau kecil harus belajar tentang pemasaran.
Pemasaran sangat penting untuk keberhasilan bisnis, dengan fokus utama
pada kepuasan pelanggan, kualitas, dan nilai konsumen. Marketing Mix
adalah salah satu strategi yang paling umum digunakan.Hal ini memadukan
variabel terpisahkan bersama-sama untuk datang dengan hasil yang
ideal. Hal ini terdiri dari empat variabel disebut sebagai 4 Ps Pemasaran:
Produk
Sebuah produk adalah barang atau jasa yang pemilik bisnis menyediakan
untuk dijual ke pasar sasarannya. Ketika datang untuk mengembangkan
produk, desain, kualitas, kemasan, fitur, layanan purna jual, dan layanan
pelanggan harus dipertimbangkan.
Jika Anda ingin memulai bisnis, Anda perlu tahu apa yang Anda akan
menjual. 4 Ps Pemasaran mungkin tampak mudah, tetapi mereka juga bisa
sulit. Anda mungkin berpikir bahwa Anda hanya dapat menjual produk yang
Anda pikir menarik untuk audiens target Anda. Namun, Anda perlu untuk
melakukan riset dan studi pasar sebelum Anda benar-benar tahu apa yang
harus menjual.
Anda harus berpikir hati-hati tentang apa yang akan ditawarkan. Jangan lupa
untuk menentukan karakteristik layanan Anda dan memastikan bahwa Anda
memenuhi tuntutan dan kebutuhan pelanggan Anda. Perlu diingat bahwa
garansi, layanan, dan dukungan sangat penting.
Tempat
Hal ini berkaitan dengan lokasi, distribusi, dan cara penyampaian produk
kepada pelanggan. Tempat dapat mencakup lokasi bisnis, distributor, toko
depan, kemungkinan penggunaan internet, dan logistik.
Hal ini penting bagi Anda untuk memiliki pemahaman yang baik tentang
strategi di balik posisi atau tempat. Anda harus membuatnya bekerja untuk
Anda, bahkan jika itu berarti melihat melalui kabut pemasar yang berencana
untuk kabut benak pelanggan.
Perhatikan posisi yang adalah semua tentang lukisan gambar yang indah
tentang bagaimana Anda ingin pelanggan Anda untuk melihat produk
Anda. Anda harus memiliki slogannya yang sederhana, cerdas, dan mudah
diingat. Hal ini juga harus memenuhi audiens Anda tetapi tidak mendorong
mereka untuk melihat terlalu dekat dan bisnis Anda meneliti.
Harga
Harga adalah jumlah uang yang pelanggan harus membayar untuk membeli
produk atau memanfaatkan jasa. Ada beberapa faktor yang harus Anda
pertimbangkan ketika datang ke harga.Ini termasuk diskon, penetapan harga,
koleksi kredit, dan pembelian tunai dan kredit.
Sebelum Anda berinvestasi dalam usaha baru, memastikan bahwa Anda telah
hati-hati mendefinisikan 4 Ps Pemasaran. Jika tidak, Anda tidak akan dapat
mencapai hasil yang luar biasa. Anda tidak boleh lupa untuk berlatih etika
dalam harga baik. Anda dapat memiliki polling atau mengirimkan kuesioner
untuk membantu Anda menentukan harga Anda. Meskipun demikian, Anda
harus tidak menetapkan harga terlalu rendah atau terlalu tinggi.
Jika harga Anda terlalu rendah, Anda mungkin kehilangan pelanggan
potensial yang waspada terhadap harga murah. Jika harga Anda terlalu
tinggi, Anda mungkin tidak menarik pelanggan yang berada pada
anggaran. Oleh karena itu, Anda harus mendasarkan harga Anda pada
berbagai layanan yang Anda tawarkan serta tingkat pendidikan dan
keahlian. Jangan lupa untuk mempertimbangkan pajak dan overhead antara
hal penting lainnya.
Promosi
harus memotivasi target pasar Anda. Tempatkan diri Anda pada posisi
mereka sehingga Anda dapat mengetahui bagaimana mereka melihat bisnis
Anda. Perlu diketahui bahwa iklan, publisitas, dan hubungan masyarakat akan
menjaga layanan atau produk Anda di depan dan di depan pesaing
Anda. Semua faktor ini merupakan bagian integral dari promosi.
Ini 4 Ps Pemasaran sangat membantu ketika datang untuk memulai sebuah
bisnis. Anda harus memiliki pengetahuan dan keterampilan yang diperlukan
untuk menjadi sukses dalam usaha tertentu. Dengan belajar tentang 4 Ps
Pemasaran, Anda dapat menghindari perangkap pemasaran yang khas dan
memiliki bisnis yang sukses
arketing Mix 4C
Pemasaran campuran 4c ini adalah salah satu alat bisnis yang harus Anda
mengambil keuntungan dari sebagai internet marketer. Ini adalah versi
modern dari 4P (Product, Price, Place, Promotion dan).
4C (Customer nilai / konsumen, Biaya, Convenience, dan Komunikasi)
memungkinkan Anda untuk berpikir dalam hal kepentingan pelanggan Anda
'lebih dari Anda sendiri. Dari menjadi berorientasi bisnis, Anda akan menjadi
customer-centric.
Berikut adalah beberapa yang terbaik taktik pro gunakan untuk menikmati
manfaat dari 4C dalam pemasaran.
menghasilkan uang dari bisnis Anda, dan (b) memberikan nilai yang
tinggi kepada pelanggan Anda / konsumen.
Jadilah proaktif dalam memberikan solusi kepada pelanggan Anda /
Kenyamanan
Hari-hari ini, orang-orang memutuskan mendukung membeli berdasarkan
kenyamanan. Dengan demikian, Anda akan melihat bahwa hampir semua
usaha sudah mulai membuat kehadiran online mereka.
Menggunakan campuran 4c pemasaran,kenyamanan berarti bahwa Anda
membuatnya mudah, sederhana, dan cepat bagi pelanggan untuk
memanfaatkan produk Anda (s) atau layanan (s). Anda memberikan mereka
segala yang mereka butuhkan untuk membeli dari bisnis Anda.
Dengan demikian, penting untuk:
Menyederhanakan proses pelanggan Anda harus melalui dalam
proses bisnis Anda dan untuk kesetiaan mereka kepada bisnis Anda.
Selalu mencari cara baru untuk terhubung dengan pelanggan Anda /
pribadi Anda melalui media yang lebih disukai pelanggan Anda 'atau
saluran.
Memanfaatkan kekuatan mesin pencari untuk mencapai target pasar
http://marketingmix.co.uk/marketing-mix-example/
The 44 Ps of Marketing
The four Ps of marketing is a common starting place for planning
marketing. But marketing is much more than your advertisement.
Everything you do is a part of your marketing.
The 44 Ps of marketing is a more comprehensive list of things to consider
when you market anything.
1. Packaging
Packaging is one of the four Ps of marketing. If no one notices your
product, no one will buy it. And if no one wants to buy your product after
seeing it, no on will buy it. Manycompanies spend millions in
packaging design. And for some huge brands thats a sound investment.
Whatever you sell, you need to think about the packaging. If you sell a
service, the packaging means the way you and your employees look, your
website, and everything else your customers see of you before the
purchase.
2. Pain
Do your potential customers have fears associated to your
product? In most cases they do, even if they dont know it.
For example people who buy a car fear accidents, high maintenance
costs, pollution, and what the car does to their status. If you dont know
what they fear, you may easily induce fear instead of using it to your
advantage.
3. Pandemic
Is there a reason why people would spread your advertisement or story?
You cannot create an advertisement, which would certainly go viral. But
you should try.
Create something highly valuable or entertaining and people will
gladly spread it. Content marketing is in part so effective because of
this.
A wonderful example is Toyotas Swagger Wagon. Toyota created a rap
music video for a car (Sienna SE), which went viral. At the time of this
writing over a million people had seen it. It wasnt certain that so many
people would see the ad, but it was likely. Its really entertaining, so why
wouldnt you tell your friends about it?
4. Part
This is one of the core aspects of marketing. Whats the part your product
will play in the customers life? If its an important part, people spend
more time thinking about their options; you cant hard sell a house
through advertising. Your marketing has to fit your product into the part it
plays in the minds of your customers.
5. Party
Is there a group of users that form a tribe that customers can join when
they make the purchase? Users discussion forums, private meetings, or
special content?
People want to belong to groups. These groups are often the best
marketing tools you have. They help other members with problems, and
intensify the feeling that you provide something meaningful.
6. Pass-along value
Will the product hold its value? You can of course market and sell
successfully products that are meant for one time use only. But you need
to take this into account.
Resell value is most important in expensive purchases. Im surprised car
manufacturers dont use this to their advantage. Our cars hold their
value better than any other cars. That would make a difference to me.
Would you listen? Unless youre a Rockefeller, youd probably pay
attention.
7. Peers
Are there others using your product? Social proof is maybe the most
effective way to gain trust. Social proof is relatively easy to deliver.
Quotes, pictures, videos, recordings Use an image of the person who
refers the product. It makes the recommendation more effective.
When you provide social proof, you lend the credibility of that person to
your product. So, a well-known person providing the recommendation is
always better than a nobody. But a nobody is much better than no
social proof at all. It works because people want the certainty that a
decision will pay off. If someone has already took the risk, and proved it
to be worth it, theres more certainty.
8. Perceptiveness
Intuitive products, especially technological products, are a pleasure to
use. Theres nothing more frustrating than to know you can do something
with a product, but you just dont know how.
Apples computers and iPhones are so popular because of this. They
work, as youd guess them to work, if youd never touched a computer
before.
Theres probably no better example of this than a poor one. After
9/11 a company decided to create a parachute for such situations. They
were invited to demonstrate the use of the product in a TV-show. What
happened, was that they couldnt figure out how to put on the parachute.
And youre supposed to do it in seconds when you see a plane coming
your way As far as I know, the product was never released.
9. Personas
This is one of the core ideas of marketing. Marketing should always be
directed to a specific group of people. Specific doesnt necessarily mean
a small group, but a clearly defined group. Unless you understand who
buy from you, you cant target them with your marketing.
Create buyer personas for each different buyer type. You can then target
your marketing straight to them. Understanding your buyer personas is
detailed in the guide toPremeditated Marketing.
10. Picture
A picture says more than a 1000 words. People notice pictures more
easily than words. Especially close-up pictures of peoples faces capture
our attention. This is why womens magazines nearly always have a closeup picture of a face on their cover.
To understand a phrase, you need to read it. To understand a picture,
on an intuitive level, you only need to glance at it. Reading takes time,
glancing doesnt. Dont expect people to take the time to read.
Theres a great rule of thumb for moviemakers, 70% of information
should be conveyed through pictures (the rest with sound). Use the force
of pictures to tell your story whenever possible.
11. Pilot
People want certainty and theres no better way to get certain about a
purchase, than to test the product first. You wouldnt buy a car without
test-driving it first, would you?
The larger the purchase the more important this is, but even the
smallest purchases are easier when you can put your mind at ease.
If, for any reason, you cannot offer a free trial, at least offer a nearly free
trial and a money back guarantee.
AWeber, the email list company, does just that. They charge $1 for the
first month of service. With this they discourage people to sign up for the
service if theyre not serious about the purchase. But with a 30-day
money back guarantee they make the investment irrelevant.
12. Placebo
A placebo is a fake medicine, given to some patients (without their
knowledge) to test the effects of a real drug. If theres no difference
between results, the real drug doesnt actually work.
You cannot sell a placebo. You might be able to sell it for a while, but
sooner or later youd be caught. And this doesnt apply to medicines only.
Whatever you sell has to be authentic. Your product has to meet the
expectations people give to it.
13. Planning
The
most
important
part
of
marketing
is
the
research
for
it.
Understanding your story, your customers, and the general situation takes
time. And most people dont spend enough time planning.
You can spot a poorly planned marketing message instantly if you
know what youre looking for. Its not clear on what its selling, its not
directed to anybody in particular, it doesnt catch your attention, and so
on. Do your planning well, and youre halfway ready for marketing (check
out 25. Premeditation for the next half).
14. Planting
Its said, you believe what you hear/see 10 times. This is why unnoticed
marketing can work. Exposure to a product, brand, idea, or whatever
else, creates familiarity. And when in doubt, people choose the most
familiar option.
To plant an idea into your prospects mind, you need to reach them
through different channels. Whenever you consider using multiple
channels for marketing, consider your buyer personas carefully; you
need to reach the same prospects with all channels.
15. Playfulness
Youre marketing message doesnt have to be playful. But you do need to
consider the mood of it. An advertisement without emotion will never
work. Using emotion is a necessity.
But which emotion should you use? People walk towards, and run
away. People will generally work harder and more rapidly if theyre
avoiding something bad, than if theyre working to gain something. But if
you associate negative emotions to your product, no one wants it.
You can use all emotions and moods in marketing. You just need to
understand how your prospects will understand and associate the
emotions.
16. Pleasure
How will your product make the users life happier? People strive for
happiness and they make decisions based on that. Unless they believe
your product will make them happier in some, way for some reason, they
wont buy it.
Sometimes the message is as simple as, Our new pizza tastes good!
Good food and happiness are closely related in our minds. But in some
cases the connection isnt as clear, The new content management system
makes handling projects more efficient. But still the promise is the
same, Buy this product and youll be happier. (see 21. Positivity).
17. Plot
This is the most important P of marketing. Ive even created
my marketing guidearound this concept. In a sense all other Ps of
marketing are a part of this.
Marketing is storytelling. Nothing more, nothing less. You dont (and
you cant) market a product, service, person, or anything but a story. Its
the story of your product that youre marketing.
The story tells what the product is, what it does, how it feels, is it good,
what kind of a person uses it, and so on. Its much more then the facts.
You tell your story with your marketing. If people dont believe your story,
they wont buy your product.
18. Politics
A charismatic figure is a good marketing trick. Steve Jobs with his
presentations sold more Macs than the Apple marketing department.
People want to be lead. A trustworthy leader is more than social proof.
People intuitively believe a leader to have a positive vision for the future.
And they want to follow the leader to that vision.
19. Porn
People and all other animals survive only as long as they reproduce. The
need for feeling attractive is embedded into us. We avoid anything that
makes us less attractive, and we go to great lengths to look
gorgeous.
Pretty much anything and everything can be marketed with sex. And
pretty much everything is marketed with it. The few advertisements that
20. Positioning
Positioning is one of the basic four Ps of marketing. It has a couple of
angles to it. First: you must notice a marketing message, to be affected
by it. Second: positioning changes your message.
You wouldnt pay for ad space under a bridge. Theres no one there
to see your message. So, no matter how little you pay for it, its a waste
of your money. At the same time you probably know (at least you should
know) the best places for you marketing. Places where your potential
customers will notice it. And remember that not all of your customers use
the same medias.
Where your message is, affects the message itself. A trusted place like a
newspaper will lend a part of its credibility to your message. This also
works the other way around. Low-trust placement will take away your
messages trustworthiness.
21. Positivity
Leave a feeling of control and positive determination. Even if you use fear
as a motivator, people should feel positive because they know what to do
next (buy your product that will help them).
22. Praises
Reviews work as positive reinforcement for the action the customer
should make. Reviews by trusted sources provide proof for your story.
They take away the feeling of risk thats always present when you buy
something.
23. Prediction
This includes many of the other Ps of marketing. What do you predict
will happen if you buy a product is the most important question you
ask yourself when you decide whether or not to buy something. Even if
youre only thinking about the next 5 minutes, the prediction determines
your decision.
24. Preference
If your potential customers use a competitors product, you need to
convince them to take a risk. People feel safe with a product theyve used.
Theyre unlikely to switch to your product without a very convincing
reason.
You can compare your product to the other one, to illustrate the
differences as well as the similarities. The similarities can turn your
product from unnecessary risk to worth checking out.
You can also go for a more aggressive approach. Break your competitors
product. Obviously Im not suggesting vandalism. Break the competitive
product, like email is breaking fax. Either make a product so superior that
people will voluntarily make the switch, or if youre a cell phone operator
you could get the iPhone exclusively. That would break AT&T for many
people.
25. Premeditation
No body can ever guarantee the success of a marketing campaign. But
premeditation will make the success much more likely.
Before you ever launch your campaign you should become the devils
advocate. Look closely at all the aspects of your campaign. If theres
anything you havent considered, do so before you start to market your
product.
26. Press
Social media is the press of the 21 st century. If you want your marketing
to work, you need consider how to tie it to social media. Competitions,
giveaways, etc. are all great ways to engage people through social media.
27. Pressure
Create a sense of urgency. People are reluctant to act, and the longer
they wait the less likely the action becomes. Time-sensitive offers are just
one way to create urgency.
Another effective way to create pressure is to appeal to peoples sense of
status. Be the first, Your friends already do it, If youre smart,
youll You can use this egoistic side of people, to create pressure.
28. Preview
The purpose of marketing is to have your potential customers imagining
themselves using your product. If they create this preview in their heads,
youre a lot closer to getting a lead.
This is another reason why you should use pictures in marketing. Its
easier to create a mental picture based on pictures, than words. This is
also a very powerful sales technique: have the prospect imagine using
the product, and have them describe how it feels. In both cases, they
get the good feeling of having your product. Deciding not to buy after
that experience, feels like they lose something.
29. Pricing
Pricing is one of the basic four Ps of marketing. Understanding what
people are willing to pay for your product is essential. Even if you nail
every other P of marketing, the pricing can screw up the whole thing.
A low price lessens the products perceived value. It can even lower
the perceived value below what youd expect from a free gift.
But if your product is too expensive for your customers, they wont buy it.
When a customer is choosing between two products with near identical
qualities, pricing becomes very important. And the cheaper one usually
leaves the shelf.
30. Priest
Nothing has ever been marketed as well as religions. The reason religions
have succeeded so well, is the understanding of their audiences
worldview. Priests, prophets, cult leaders, and all spiritual leaders fit their
words into the beliefs their listeners hold.
Changing the worldviews of your audience is extremely difficult. It takes
too much time and resources for most companies. Instead of changing
the beliefs, shape your message to fit the beliefs your audience
holds. This is one of the concepts discussed in my free marketing guide.
31. Prince
Like the small girls who dream of a prince who comes to pick them up, all
people dream about something. A product that answers a common
dream will succeed.
You might dream about status: a BMW can answer that dream. It could
be about your family: a travel agency can fulfill that one with a family
holiday. Or maybe you dream of the perfect music experience: many hi-fi
sound companies attempt to turn that dream into reality. You need to
know the dream youre fulfilling.
32. Principles
People have their own principles. And they generally hold on to them
tightly. Your marketing message cannot oppose these principles. Instead
you can use the principles to your advantage.
You like your principles and you like others who share the same ones. This
applies to products as well as people. You like products that reinforce
your principles or at least work in accordance with them.
33. Product
The product is yet another one of the basic four Ps of marketing. A great
product is much easier to market for several reasons. There are more
good things to market. It will create word of mouth marketing. It will
exceed customers expectations. And so on.
34. Production
Ethical and ecological factors are becoming more and more important. If
your product has any positive ecological or ethical ideologies, production
methods, or aspirations, you should mention it. These things arent
important to everybody, but a growing number of people make their
decisions based on these factors.
35. Prominence
Marketing needs observers, people to be affected. If your marketing
message isnt displayed prominently enough, it will fail. Youre most likely
to notice something when you want to notice it. Features in newspapers,
blogs, radio, TV, and other medias are therefor much more effective than
paid advertising placements.
People have learnt to avoid paying attention to advertising.
Content marketing is becoming more important because of that. Provide
useful content as your marketing material, and people will not only pay
attention to your marketing but even search for it.
36. Promises
A purchase is always a risk. You as the marketer should do whatever you
can to make purchasing your product seem less risky. A specific and
simple to understand promise creates the most certainty for the customer.
Say something like, It will last at least 5 years, no matter how you use
it. Not even 5 year guarantee creates the same certainty, even if it
means the same thing.
37. Proof
The reason many advertisements for medicines present doctors, is the
authority and trust they create. People trust doctors when it comes to
medicines. Use a trusted expert or a scientific study to demonstrate your
products features, and hardly anyone will question the trustworthiness.
38. Properties
Some product properties are always necessary for a customer. If any of
these properties is missing, you cant make the sale. Identify what are the
most important properties for your target audience. Then make sure that
these properties, or at least the ones that arent absolutely obvious, are
presented in your marketing.
39. Prosperousness
People are very aware of their perceived status. Theyll go to great
lengths to defend their status. Marketing should make an implied promise
of a status increase. With some products (cars, clothing, jewelry), the
status aspect is obvious. But all products affect the feeling of status in
some way.
40. Protection
Another way to make the risk of a purchase seem less intimidating is to
promise help. For example you could effectively market a computer with
the promise of customer service. Convey the idea that if anything goes
wrong, someone will be there to help.
42. Purpose
Why do people do charity work? They do it because of the purpose the
work gives them.They feel theyre a part of something bigger than
themselves. But giving purpose isnt reserved for charities. You can easily
market an ecological product with the feeling of purpose, This book is
printed on recycled paper that saves natural resources. You could just as
easily use ethical or political reasons.
43. Push
Your marketing should always push people into taking action. You can
successfully create the desire, but still fail at creating action. Ideally you
create enough push with the other Ps of marketing. But some things
create push more than anything else. You could for example show people
buying the product (also social proof), or provide a map to the nearest
store that sells your product.
http://www.petersandeen.com/
Service Marketing
7ps(Extended Marketing Mix)
In an world of
increasing service based economics, interaction and trade.
More and
more consumers are engaging in a social exchange process
whereby they
cited
from Adrian Palmer Principles of Service Marketing 4th
Edition. With services, a clear distinction cannot be made
between
marketing and operations management.
Physical Environment: Because of the
intangible nature of a service this subsequently means that
potential
customers are unable to judge that service before it is
consumed. An
important element of marketing planning is therefore to
reduce this
level of risk by offering tangible evidence of the nature of the
service. cited from Adrian Palmer Principles of Service
Marketing
4th Edition.
it is
important especially in the online digital age. Privacy from
unwanted
spam, junk and telecommunications provides customers with
a sense of
anonymity and allows for more selective forms of marketing.
Personal Interest: As services are
becoming more interactive, advertising and promotion are
becoming
more personalized with the incorporation of personal tastes.
Personal interests are becoming
an increasing important decision making process for
customers. Personal
interests can make the different between customer choosing a
particular brand or product.
Personal (e.g. social)
Networks: For instance Facebook, Myspace forum sites and
social
media. These sites generate a new form of marketing know as
social
media marketing.
Public Commentary:
Important in the age of online trading and entrepreneurship.
For
instance online auction sites like E-Bay, Amazon
have more credibility when providing market information that
place a 2 directional
form of communication (social exchange process)
Technomadic Age of
Marketing New Ideas and Philosophies of
Trade and Commerce
The concept of Nomadic
Markets was developed out of the growing awareness that the
statistically defined traditional markets were rapidly becoming
more
diverse and fragmented. In addition that the role of the
customer is
moving away from being a passive instrument in marketing
towards a
more engaging interactive approach.
Idris Mootee developed a New 4Ps model of Nomadic
Marketing in 2001 to supplement the
traditional marketing 4Ps of the marketing mix.
They are Personalization, Participation, Peer-to-Peer and
Predictive
Modelling.
Personalization: With
emerging social media and increasing development of Web
2.0
applications Through the combination of emerging
technologies and the
increasing form interaction between customers via the
internet, there
is a greater degree of customization of products and services.
Participation: This
allows customers to participate in what a brand should stand
for.
What the direction of product should be and the style of
advertisements, creating a free flow of information between
customers
and companies.
Peer to Peer: Now
referred as social computing is becoming an increasing
disruptive
form of the traditional balance in marketing, as customers
bases are
being replaced by active customer communities. Rather than
the
companies imposing brand awareness and advertising it is
increasingly
engaging towards the customers as active instruments in the
selling
process.
Predictive Modeling:
This refers to the neural network algorithms used in applied
marketing problems. In essence to try to predict the best
probability
of an outcome on the basis of detection theory. Extensively
developed in analytical customer relationship management
helps plan
out the expectations that a customer will take a particular
action
http://intern.internship-uk.com/modern-marketing-the-15-ps-of-marketing/#Q5