marketing mix-4ps.ppt

marketing mix-4ps Marketing Management
Product policy
A product can be anything a prospective customer considers to be of value, such as a good, a service, a person, a place or an idea.
deals with satisfying a buyer’s wants and designing a value offering with the desired characteristics.
It also involves the creation or alteration of packages and brand names and may include decisions about guarantees and repair services.
Product Decisions
CORE
PRODUCT
Expected/Actual
Product
Features
Quality
Design
Packaging
Delivery
Installation
Credit
Brand
Additional
services
After-
sales
Warranty
Augmented Product附加产品
Potential Product
Future offerings?
Value added
Pricing policy
This is about deciding on a pricing strategy. A more useful and modern concept is to focus on the market’s view of payment or cost to the user.
The price variable relates to activities associated with establishing pricing policies and determining product prices.
Price is a ponent of the marketing mix because (1) consumers are concerned about the value obtained in an exchange. (2) is the only revenue-generating element.
Customer’s Perspective of Pricing
Price
Assessment
Functional
Operational
Quality
Personal/
Symbolic
External Influences On The Pricing Decision
Pricing
Decision
Customers and
Consumers
Legal and
Regulatory
Competitors
Economic
Forces
Channels of
Distribution
Internal Influences On The Pricing Decision
Pricing
Decision
Organizational
Objectives
Marketing
Objectives
Costs
Place
Place or placement is about delivering value and focusing on distribution.
It looks primarily at logistics and channels of distribution, and achieving convenience or accessibility value for the customer.
Place is the most long term of all the marketing mix elements; it is the most difficult to change in the short term.
Distribution (Place) Decisions
Distribution channels - Intermediaries?
Facilitators?
Market coverage (inclusive包容销售, selective选择性销售, or exclusive distribution独家总经销)?