126 lines
2.8 KiB
Markdown
126 lines
2.8 KiB
Markdown
# Marketing Mix
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## 01 Operational Marketing
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**What is Operational Marketing?**
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Its mission is to create and execute a marketing plan according to the business strategy.
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1. Establish detailed business goals
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2. With the help of the marketing mix create action that achieve those goals
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3. Prepare the budget for those actions
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4. Execute the planned actions
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5. Check the correct execution of the marketing plan
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## 02 Marketing Mix
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**What is Marketing Mix?**
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Combination of elements on which decisions must be made to define Marketing actions necessary to achieve the stated goals.
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![[08-Marketing-Mix 2022-05-26 21.16.44.excalidraw]]
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## 03 Product
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Groups of attributes of a product that benefit the consumer by satisfying his needs.
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- Quality
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- Aspects
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- Options
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- Style
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- Brand
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- Packing
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- Sizes
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- Services
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- Guarantees
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- Utilities
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Do not offer me things, offer me ideas, emotions, feelings and advantages.
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![[08-Marketing-Mix 2022-05-26 21.22.59.excalidraw]]
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### Product Lifecycle
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→ Introduction
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- Slow evaluation of sales
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- Uncertainty, acceptance, competitors reactions
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- High costs
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- Few accessories and variation
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- High retail Price
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- Few selected wholesalers
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→ Growth
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- Sales increase significantly
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- competitors reactions
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- Improve product
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- Segment the market
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- Establish adequate price policy
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- Communication: differentiate
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→ Maturity
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- Sales plateau
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- Growth by replacement or vegetative
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- Differentiate the product and communicate in order to:
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- Justify higher price
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- attract new client
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- take clients from competitors
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- achieve more frequent use
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- intensify price competition
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- reduce costs
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→ Decline
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- significant decrease in sales
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- low prices
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- competitors take off
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- get rid of stocks
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- stand in the last position
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## 04 Price
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**What is Price?**
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Monetary expression of the products value.
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- What is the value of the goods or services for the buyer.
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- What are the prices of similar goods or services.
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- Is the buyer sensitive to price
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- What discounts should be offered.
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- How is your price compared to the price of your competition.
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→ Price List
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→ Discounts
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→ Grant
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**How to decide a price?**
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Based on competition
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Based on break even point
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Based on margins
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**Pricing Strategies**
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- Differential Strategy → Exploit the heterogeneity of consumers
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- Fixed Price
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- Quantity Discounts
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- Cash Discounts
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- Deferral of the payment
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- Random discounts
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- Newspaper Discounts
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## 05 Promotion
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**→ AIDA**
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1. Personal Sales
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2. Sales Promotion
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3. Public Relations
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4. Direct Marketing
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## 06 Place
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- Where do our clients find our product
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- What kinf of store are we going for
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- How I can access the mai distribution channels
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- Do I need to use an own sales team
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## 07 Trends: Extended Marketing (+3P's)
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- Process → How will we do it?
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- Physical Evidence / Presentation → How will we present it?
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- People → Staff? |