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The concept of marketing mix
The document discusses the evolution and components of the marketing mix concept. It begins by outlining the production, sell, and marketing eras from 1900 to present. It then examines various classifications of the marketing mix elements, ultimately focusing on McCarthy's 4 P's of product, price, place, and promotion. For each P, key variables are defined. The document emphasizes that the marketing mix elements influence each other and must be carefully managed using market research, strategy, and short-term planning to achieve business success.
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Introduction to the Marketing Mix concept and the presenters' names.
Overview of the presentation plan including evolution and ingredients of the marketing mix.
Discussion on the complexity and diversity of marketing problems faced by practitioners.
Evolution of the marketing mix highlighting distinct eras: Production, Selling, and Marketing.
Details varying classifications by different experts: Frey’s offering, Lazer's triad, McCarthy’s 4Ps.
Definition of product as the first marketing mix element including variables affecting product mix.
Importance of price within the marketing mix and key pricing variables like policy and strategy.
Explains physical distribution and its components including channels, intermediaries, and transportation.
Describes promotion as persuasive communication with its various components and variables.
Key decisions in selecting target markets and designing marketing mix to ensure market success.
Strategy development for management, reflecting on objectives, plans, and performance targets.
Analysis of the product mix for Nespresso coffee machines focusing on quality and range.
Details on Nespresso's pricing strategy, highlighting machine and capsule prices indicating value.
Overview of Nespresso's distribution strategies for machines and capsules through various outlets.
Insights into Nespresso's promotional methods emphasizing customer relationships and brand messaging.
Discussions on criticisms surrounding the marketing mix, highlighting transactional vs relational marketing.
Summary noting the interconnectivity of marketing mix elements and importance for business success.
Simple thank you to the audience for their attention.
List of references used for presentation, including books and online sources about marketing.
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The concept of marketing mix
- 1. THE CONCEPT OF MARKETINGMIX REALIZED: SALIANI Kawtar BELKAID Mehdia HSINA Hajar
- 2. PLAN: • Introduction I- Theevolution of the marketing mix II- The ingredients of the marketing mix III- IV- • Conclusion
- 3. INTRODUCTION In common withmany other professions the practice of marketing is often made complex and difficult due to the sheer diversity of the problems with witch it is confronted.
- 4.
- 5. THE PRODUCTION ERA From1900 to 1930: - the mass production economy. - the demand supply. - the absence of competition.
- 6. THE SELL ERA •From 1930 to 1950: -the supply the demand. -the emergence of commercials actions. - the apparition of the term marketing-mix.
- 7. THE MARKETING ERA From1950: -Supply=demand. -satisfaction of Customer needs.
- 8. THE INGREDIENTS OFTHE MARKETING MIX • A review of the literature suggests that there are many classifications of the marketing mix elements ranging from the narrow classification.
- 9. • Albert Frey: The offering and the tools • Lazer ,Kelley and Culley :Use a threefold classification: The product and service mix The distribution mix The communication mix • Mc Carthy, Stanton and Darling ; used a 4 classification: Product Price Place Promotion
- 11. PRODUCT Product is thearticle which a manufacturer desires to sell in the open market. It is the first element in the marketing mix. The product mix includes the following variables.
- 12. PRICE • Price isone more critical component of marketing mix. It is the valuation of the product mentioned by the seller on the product. Price mix includes the following variables: • Pricing policies • Discounts • Terms of credit sale • Pricing strategy selected and used.
- 13. PLACE • Physical distributionis the delivery of goods at the right time and at the right place to consumers. Physical distribution of product is possible through channels of distribution which are many and varied in character. Physical distribution (place mix) includes the following variables: • Types of intermediaries available for distribution, • Distribution marketing channels available for distribution, and • Transportation, and inventory control for making the product available to consumers easily and economically.
- 14. PROMOTION Promotion is thepersuasive communication about the product offered by the manufacturer to the prospect. Promotion mix includes the following variables: • Advertising and publicity of the product, • Personal selling techniques used, • Sales promotion measures introduced at different levels, • Display of goods for sales promotion.
- 15. MANAGING THE MIX Thereare two key decisions which are central to marketing management, 1) The selection of target markets : which determine where the firm will compete. 2) The design of the marketing mix ( 4p methods) : which will determine its sucess in these markets.
- 16. HOW TO MANAGEIT ? • Strategy identifies future objectives to which the firm aspires and which are likely to be modified due to changing circumstances. • Thus strategy charts a direction to be followed to achieve a destination that will probably be changed as we approach it. • However, to ensure that we remain on course we will set a series of sub-objectives which represent points along the way from where we are to where we want to be. • Set performance targets on an annual basis and develop short-term plans for their achievement. In turn, short term plans are usually subset of a medium-term plan
- 17. HOW TO MANAGETHE MIX • Marshalling evidence is a precondition for analysis but it does not follow that all decision-makers will draw the same conclusion from a given data set (perception)... what matters is the quality of the plan devised by the manager based upon his analysis and the quality of the implementation. Central to all this is the understanding and deployment of the mix elements.
- 19. Coffee machines (Quality,19 bar) • Manufactured by 6 different companies • Range: 3-4 machines each • Different post-sales service • Capsules – 12 different flavors Accessories • Cups, boxes, pots Services (Distribution , information) • In shops • phone • Internet Marketing-Mix > Product MIX MARKETING : CASE STUDY OF NESSPRESSO 19
- 20. • Pricing policy: •Machines: expensive • From 179 to 1749 € • The capsules: not very expensive to consumers (≈ € 0.32) Marketing-Mix > Price MIX MARKETING : CASE STUDY OF NESSPRESSO 20
- 21. Machines • Distributedappliance stores • Also in the shops and Internet Capsules • Distributed only to members of the Nespresso Club • Shops, internet or via phone (home delivery) Marketing-Mix > Place MIX MARKETING : CASE STUDY OF NESSPRESSO 21
- 22. • Mainly wordof mouth 60% of new customers • Internet, TV ads and sponsorship • Message of differentiation “ It offers a lifestyle with more quality and comfort ” • Attention Customer Service Very attentive Provides more information about customers to provide a heterogeneous service-oriented customer (CRM). Marketing-Mix > Promotion MIX MARKETING : CASE STUDY OF NESSPRESSO 22
- 23. CRITICISMS OF THEMARKETING MIX • It focuses on what marketers do to customers rahter than FOR them • It says nothing about interactions between the mix variables • It takes a merchanistic view about markets • It assumes a transactional exchange rather than relationship
- 24. CONCLUSION All the elementsof the marketing mix influence each other. They make up the business plan for a company and handled right, can give it great success. But handled wrong and the business could take years to recover. The marketing mix needs a lot of understanding, market research and consultation with several people, from users to trade to manufacturing and several others.
- 25. THANK YOU FORYOUR ATTENTION
- 26. BIBLIOGRAPHY • Marketing strategyand management – Michel J.BAKER « third edition » • Introduction to marketing – John FRAIN • http://kalyan-city.blogspot.com/2010/05/marketing-marketing-mix-4-ps- of.html • http://economictimes.indiatimes.com/definition/marketing-mix