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.
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.
Sebuah produk memiliki siklus hidup tertentu yang mencakup fase
pertumbuhan, fase kematangan, dan fase penurunan penjualan. Hal ini
penting bagi pemasar untuk menemukan kembali produk mereka untuk
merangsang permintaan lebih setelah mencapai fase penurunan penjualan.
Pemasar juga harus menciptakan bauran produk yang tepat. Mungkin
bijaksana untuk memperluas bauran produk Anda saat ini dengan melakukan
diversifikasi dan meningkatkan kedalaman lini produk Anda.
Semua dalam semua, pemasar harus bertanya pada diri sendiri pertanyaan
"apa yang bisa saya lakukan untuk menawarkan produk yang lebih baik
untuk kelompok orang dari kompetitor saya".
Dalam mengembangkan produk yang tepat, Anda harus menjawab
pertanyaan-pertanyaan berikut:
Apa yang klien inginkan dari layanan atau produk?
Bagaimana pelanggan akan menggunakannya?
Di mana klien akan menggunakannya?
Fitur apa harus produk harus memenuhi kebutuhan klien?
Apakah ada fitur yang diperlukan yang Anda tidak terjawab?
Apakah Anda menciptakan fitur yang tidak diperlukan oleh klien?
Apa nama produk?
Apakah ia memiliki nama yang menarik?
Apa ukuran atau warna yang tersedia?
Bagaimana produk yang berbeda dari produk pesaing Anda?
Apa produk terlihat seperti?
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
Model pemasaran 4C ini dikembangkan oleh Robert F. Lauterborn pada tahun
1990. Ini merupakan modifikasi dari model 4P. Ini bukan bagian dasar
dari definisi bauran pemasaran, melainkan perpanjangan. Berikut adalah
komponen dari model pemasaran ini:
Biaya - Menurut Lauterborn, harga bukan satu-satunya biaya yang
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
menjual produk yang membahas permintaan konsumen. Jadi, pemasar
dan peneliti bisnis harus hati-hati mempelajari konsumen keinginan
dan kebutuhan.
Komunikasi - Menurut Lauterborn, "promosi" adalah manipulatif
sementara komunikasi adalah "koperasi". Pemasar harus bertujuan
untuk menciptakan dialog terbuka dengan klien potensial berdasarkan
kebutuhan dan keinginan mereka.
Kenyamanan - produk harus tersedia untuk konsumen. Pemasar harus
strategis menempatkan produk di beberapa titik distribusi terlihat.
Apakah Anda menggunakan 4P, yang 7Ps, atau 4C, rencana bauran
pemasaran Anda memainkan peran penting. Hal ini penting untuk menyusun
rencana yang menyeimbangkan keuntungan, kepuasan klien, pengakuan
merek, dan ketersediaan produk. Hal ini juga sangat penting untuk
mempertimbangkan keseluruhan "bagaimana" aspek yang pada akhirnya
akan menentukan keberhasilan atau kegagalan.
Dengan memahami konsep dasar dari bauran pemasaran dan itu ekstensi,
Anda akan yakin untuk mencapai kesuksesan finansial apakah itu bisnis Anda
sendiri atau apakah Anda membantu dalam keberhasilan bisnis kerja Anda.
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.
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.
Promosi
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.
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
melakukan bisnis dengan Anda.
Membuat pelanggan Anda merasa baik tentang sesuai dengan proses
bisnis Anda.
Pertimbangkan menguntungkan pelanggan Anda untuk mematuhi
proses bisnis Anda dan untuk kesetiaan mereka kepada bisnis Anda.
Selalu mencari cara baru untuk terhubung dengan pelanggan Anda /
konsumen dan untuk mendistribusikan / mengirimkan produk Anda (s)
atau layanan (s).
Tujuan Anda harus kenyamanan pelanggan Anda / konsumen di availing atau
membeli dari bisnis Anda. Ini akan mencegah Anda dari pelanggan mencari
solusi yang nyaman di tempat lain, terutama dari kompetisi.
Komunikasi
Unsur terakhir dalam pemasaran campuran 4C ini adalah
komunikasi. Dengan bauran pemasaran ini, Anda tidak "mempromosikan"
Anda bisnis; bukan, Anda berkomunikasi nilai kepada pelanggan Anda /
konsumen.
. Anda memberikan pelanggan Anda / konsumen konten yang bermakna
untuk melibatkan mereka
Anda tidak hanya membuat audiens target Anda menyadari bisnis
Anda; Anda membangun hubungan dan hubungan dengan mereka.
Padahal sebelumnya, Anda mempromosikan bisnis Anda melalui iklan, siaran
pers atau hubungan masyarakat, pemasaran langsung, dan sejenisnya; hari
ini, Anda terlibat konsumen / pelanggan melalui komunikasi interaktif.
Berikut adalah beberapa cara terbukti manfaat dari komunikasi interaktif
sebagai bagian dari bauran pemasaran 4c ini:
Membuat komunikasi Anda lebih pribadi. Memberikan komunikasi
pribadi Anda melalui media yang lebih disukai pelanggan Anda 'atau
saluran.
Memanfaatkan kekuatan mesin pencari untuk mencapai target pasar
Anda. Membuat situs Anda search-engine dan user-friendly.
Memanfaatkan media sosial untuk terhubung dengan pelanggan Anda /
konsumen. Untuk melakukan ini:
1. Cari tahu apa situs media sosial konsumen Anda yang sering
nongkrong. Bergabung dengan situs jejaring sosial (s).
2. Membiasakan diri dengan budaya dan bahasa dari situs
jejaring sosial Anda bergabung atau telah bergabung.
3. Meng-upload konten dioptimalkan yang memungkinkan Anda
untuk (1) menarik audiens target Anda, (2) membangun
hubungan dengan mereka, dan (3) melibatkan audiens Anda.
Meningkatkan keterlibatan audiens Anda dan menjaga komunikasi
interaktif dengan mereka.Anda dapat melakukan ini melalui:
1. Upload konsisten konten yang relevan dengan kebutuhan
audiens Anda dan wants- jika audiens Anda dapat
berhubungan dengan konten Anda, mereka yang paling
mungkin untuk menyukai, berbagi, dan komentar.
2. Membuat konten Anda responsif. Penonton Anda harus dapat
mengakses dan melihat konten Anda terlepas dari apa
perangkat yang mereka gunakan, misalnya pc atau perangkat
mobile.
3. Pikirkan topik yang menarik audiens target Anda. Memulai
diskusi dengan posting pertanyaan Anda di situs jejaring sosial
Anda. Anda juga mungkin ingin mengambil keuntungan dari
pertanyaan polling.
4. Gunakan infographics. Ini cara baru menyajikan informasi
dapat melakukan beberapa hal seperti: (1) menambahkan
kehidupan ke konten Anda dan membuatnya lebih menarik, (2)
membuatnya sederhana untuk audiens target Anda untuk
mencerna konten Anda.
Sebagai internet marketer, Anda harus dapat bersaing dengan dinamika
web. Sementara pemasaran tradisional masih berguna, yang terbaik adalah
bahwa Anda merangkul perubahan dinamis seperti pergeseran ke bauran
pemasaran 4c ini.
Hari ini, fokusnya tidak lagi pada bisnis Anda, tetapi pada konsumen /
pelanggan. Anda lebih baik menghubungkan dengan konsumen / pelanggan
pada tingkat yang lebih pribadi.
Tujuannya adalah untuk menyenangkan mereka melalui komunikasi interaktif
pada kenyamanan mereka yang akan memungkinkan Anda untuk
meningkatkan nilai pelanggan dengan biaya lebih rendah. Ini adalah
bagaimana Anda mendapatkan keuntungan dari bauran pemasaran 4C.
http://marketingmix.co.uk/marketing-mix-example/
The 44 P’s of Marketing
The four P’s 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.
1. Packaging
Packaging is one of the four P’s 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 that’s 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 don’t 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 don’t 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.
4. Part
This is one of the core aspects of marketing. What’s the part your product
will play in the customer’s life? If it’s an important part, people spend
more time thinking about their options; you can’t 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.
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, there’s more certainty.
8. Perceptiveness
Intuitive products, especially technological products, are a pleasure to
use. There’s nothing more frustrating than to know you can do something
with a product, but you just don’t know how.
9. Personas
This is one of the core ideas of marketing. Marketing should always be
directed to a specific group of people. “Specific” doesn’t necessarily mean
a small group, but a clearly defined group. Unless you understand who
buy from you, you can’t 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 people’s faces capture
our attention. This is why women’s magazines nearly always have a close-
up picture of a face on their cover.
11. Pilot
People want certainty and there’s no better way to get certain about a
purchase, than to test the product first. You wouldn’t 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 they’re 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 there’s no difference
between results, the real drug doesn’t actually work.
You cannot sell a placebo. You might be able to sell it for a while, but
sooner or later you’d be caught. And this doesn’t 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 don’t spend enough time planning.
14. Planting
It’s 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
You’re marketing message doesn’t 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 they’re
avoiding something bad, than if they’re 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 user’s 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
won’t 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 isn’t as clear, “The new content management system
makes handling projects more efficient.” But still the promise is the
same, “Buy this product and you’ll be happier.” (see 21. Positivity).
17. Plot
This is the most important P of marketing. I’ve even created
my marketing guidearound this concept. In a sense all other P’s of
marketing are a part of this.
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. It’s much more then the facts.
You tell your story with your marketing. If people don’t believe your story,
they won’t 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
use less-than-perfect-looking models stick out because of that. But even
those ads often sell the feeling of being attractive.
20. Positioning
Positioning is one of the basic four P’s 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 wouldn’t pay for ad space under a bridge. There’s no one there
to see your message. So, no matter how little you pay for it, it’s 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
message’s 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 that’s always present when you buy
something.
23. Prediction
This includes many of the other P’s 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
you’re only thinking about the next 5 minutes, the prediction determines
your decision.
24. Preference
If your potential customers use a competitor’s product, you need to
convince them to take a risk. People feel safe with a product they’ve used.
They’re 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 I’m 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 you’re 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 devil’s
advocate. Look closely at all the aspects of your campaign. If there’s
anything you haven’t 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.
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,
you’re a lot closer to getting a lead.
This is another reason why you should use pictures in marketing. It’s
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 P’s 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 product’s perceived value. It can even lower
the perceived value below what you’d expect from a free gift.
But if your product is too expensive for your customers, they won’t 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 audience’s
worldview. Priests, prophets, cult leaders, and all spiritual leaders fit their
words into the beliefs their listeners hold.
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 you’re 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 P’s 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 aren’t
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 isn’t displayed prominently enough, it will fail. You’re 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.
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 can’t 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 aren’t absolutely obvious, are
presented in your marketing.
39. Prosperousness
People are very aware of their perceived status. They’ll 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.
41. Purple Cow
Seth Godin’s book Purple Cow is about being remarkable. If you’ve seen a
thousand cows, you think they’re boring. But if you then see a purple
cow, it’s interesting. You need to get people interested, otherwise no
one will buy your product. There are always many ways you can be
remarkable. Your specialty can be something about your product or your
marketing, as long as it gets you noticed.
42. Purpose
Why do people do charity work? They do it because of the purpose the
work gives them.They feel they’re a part of something bigger than
themselves. But giving purpose isn’t 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 P’s 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
7p’s(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
form a greater connection with the product or service in
question.
Services are no longer a superficial part of economics but are
increasingly becoming more mainstream within the market
economics and
trading.
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.
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