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Marketing:

Marketing consists of the strategies and tactics used to identify, create and maintain satisfying
relationships with customers that result in value for both the customer and the marketer.
Marketing is "the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large
Marketing mix:
The marketing mix is a business tool used in marketing products. Traditionally, the marketing
mix was developed for the fast moving consumer goods sector, and there were 4 Ps Product,
Price, Promotion, and Place !or distribution". #s service sectors have become more aware of
marketing, this marketing mix has been developed to also include People, Process and Physical
$vidence.
1. Product
# product is seen as an item that satisfies what a consumer needs or wants. %t is a tangible
good or an intangible service. Product is your core offering. This is &the thing' that will
fulfill the needs of your customer. # product is anything, good or service, that is needed in
the market. #ll products can be broken down in to three components. The core product is
defined as the end benefit for the customer. (or example, a person who buys a pair of shoes is
buying comfort and foot protection. The next component is the formal products which refers
to the actual item and includes it)s physical and psychological aspects. That same person who
buys a pair of shoes is buying a brand name because they view it as best. The last component
is the augmented product which refers to the entire service or good including any additional
support items like a warranty, service, or delivery. #ll aspects of a product must be taken in
consideration because they each play an important role in whether or not customers choose
your product over other products. *ithin this element, you need to consider such things as
your product range+ its ,uality and design+ its features and the benefits it offers+ si-ing and
packaging+ and any add.on guarantees and customer service offerings.
2. Price
The price is the amount a customer pays for the product. The price is very important as it
determines the company/s profit and hence, survival. 0ften, paying a higher price makes a
customer more satisfied. Price is often considered a proxy for ,uality and vice.versa. 1ou
must set a price that allows you to make a profit while also meeting your competitors) prices
or beating them. %t also has to be the right amount to allow you to maintain and increase your
customer base. To figure this out, you have to know how much it costs to get your product to
a consumer including all costs, not 2ust that of your raw materials. *hen setting a price, the
marketer must be aware of the customer perceived value for the product. Three basic pricing
strategies are market skimming pricing, market penetration pricing and neutral pricing. The
/reference value/ !where the consumer refers to the prices of competing products" and the
/differential value/ !the consumer/s view of this product/s attributes versus the attributes of
other products" must be taken into account. *ithin this element of the mix you should
consider list price and discount price+ terms and conditions of payment+ and the price
sensitivity of your market.
3. Place
Place . refers to providing the product at a place which is convenient for consumers to
access. Place is all about how your customers can get a product. %t is incredibly important to
know about where their customers are, and how they will get their product to those
customers. The place also takes into consideration how the product will get to customers,
meaning whether you will sell it directly or through a retailer or online. 3loser to the
customer means higher probability of purchase. Place is synonymous with distribution.
4arious strategies such as intensive distribution, selective distribution, exclusive distribution
and franchising can be used by the marketer to complement the other aspects of the
marketing mix.
4. Promotion
Promotion is how do you communicate with your customers5 Promotion represents the
various aspects of marketing communication, that is, the communication of information
about the product with the goal of generating a positive customer response. Promotion is the
nuts and bolts of getting your message out to the public. This is mainly done through
advertising in the form of radio, newspapers, television, and on line promotions. 6etting the
right message out to your core customers is a big task. There are many different promotional
techni,ues, each with their own strengths but essentially they can be broken down into four
broad categories #dvertising+ Public 7elations+ 8ales Promotions+ and 9irect 8elling. These
techni,ues are used to communicate the specific benefits of your product to your customers.
#dvertising covers any communication that is paid for, from cinema commercials, radio and
%nternet advertisements through print media and billboards. Public relations is where the
communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. *ord.of.mouth is any apparently
informal communication about the product by ordinary individuals, satisfied customers or
people specifically engaged to create word of mouth momentum. 8ales staff often plays an
important role in word of mouth and public relations.
5. People
/People/ refers to the employees of the organi-ation with whom customers come into contact
with. The most important people in your business are the people who work with and for you.
:iring the right people is one of the most important things you will do for your business.
They are the face of your product to the world as well as the hands behind the scene that
make sure everything gets done correctly and on time. #s a business owner you must work
hard to develop your employees and to manage them with dignity so they want to work for
you. 1ou also have to figure out what you need done in your business so you can hire the
right people to fill each position and task. %ntensive training for your human resources on
how to handle customers and how to deal with contingencies is crucial for your success. 1ou
need to consider the knowledge and skills of your staff+ their motivation and investment in
supporting your brand.
6. Process
*hat are the processes involved in delivering your products and services to the customer5
. Process is to ensure that each customer has a good experience when they buy your product.
1our process includes everything that you did to get your product to the consumer including
all of the planning and paperwork and marketing that it took to do it. #s you look at your
process you have to ensure that you have planned for every possible scenario so that you can
guarantee success. #lso make sure you accurately document each step so you can control the
,uality of your product and services all the way down the line. 1ou must also be able to
review your procedures so that you can improve as necessary all the time.
7. Physical eidence
Physical evidence is how you give message to your customer about your product;service
without words. /Physical evidence/ refers to elements within the store .. the store front, the
uniforms employees wear, signboards, etc. 8o physical evidence refers to all the tangible,
visible touch points that your customer will encounter before they buy, from your reception
area and signage, to your staff)s clothing and they images you include in you corporate
brochure.

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