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  • Marketing Mix Models from 4Ps to 12Cs

    Transféré par

    Maria Fernanda
    318 vues3 pages
    The document discusses various marketing mix frameworks, including the traditional 4Ps of marketing (product, price, place, promotion), expanded versions like the 4Cs, 6Cs, 7Ps, 8Ps, and 12Cs. It provides brief explanations and examples of elements included in each framework, showing how the conceptualization of the marketing mix has grown over time to incorporate more aspects like online marketing, services marketing, international marketing, and customer experience.

    Description originale:

    Explicación de las 8 P's del marketing mix

    Titre original

    Marketing Mix 4-8ps

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    The document discusses various marketing mix frameworks, including the traditional 4Ps of marketing (product, price, place, promotion), expanded versions like the 4Cs, 6Cs, 7Ps, 8Ps, and 12Cs. It provides brief explanations and examples of elements included in each framework, showing how the conceptualization of the marketing mix has grown over time to incorporate more aspects like online marketing, services marketing, international marketing, and customer experience.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    318 vues3 pages

    Marketing Mix Models from 4Ps to 12Cs

    Transféré par

    Maria Fernanda
    The document discusses various marketing mix frameworks, including the traditional 4Ps of marketing (product, price, place, promotion), expanded versions like the 4Cs, 6Cs, 7Ps, 8Ps, and 12Cs. It provides brief explanations and examples of elements included in each framework, showing how the conceptualization of the marketing mix has grown over time to incorporate more aspects like online marketing, services marketing, international marketing, and customer experience.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 3

    MARKETING MIX

    4P, 6C, 7P, 8P, 12C


    Dr. Vesselin Blagoev
    4

    Marketing Orientation
    and Marketing mix

    Marketing Orientation

    The marketing concept is


    actually matching the
    customer wants with our
    (firms) capability to meet
    and satisfy them

    How do we match the


    customer wants with our
    capabilities
    With our Marketing mix

    Marketing Orientation
    and Marketing mix

    Marketing Orientation
    and Marketing Mix

    The marketing environment


    Company
    capabilities

    Matching

    Customer
    wants

    The marketing environment


    3

    The marketing mix describes


    the various tools and
    techniques used by
    marketing people to apply
    the marketing concept
    6

    Marketing mix

    Price
    Packing Ads
    Quality
    Channels

    Talking about Marketing


    mix would you guess
    what is included in the
    Marketing mix ?
    7

    Influences on Decisions of
    the Companies

    Marketing Mix 4P

    Uncontrollable market influences

    Product

    Controllable
    company
    decisions

    Price

    Place

    Promotion
    8

    Marketing mix 4P

    Channels, Locations,
    Inventory, Transport

    Product
    Price
    Marketing
    mix

    Place

    Target
    market

    Promotion

    Advertising, Personal selling,


    Sales, Promotion, PR

    Channel management
    Retail location
    Retail image
    Logistics

    PRODUCT

    PLACE

    PRICE

    PROMOTION

    Costs, Profit,
    Liquidity
    Competitiveness
    Value, Incentives

    Marketing
    communications mix,
    Integrated
    communications

    11

    From 4Ps to 4Cs

    Quality, Features, Options, Style,


    Brand name, Packaging, Sizes, Warranties
    Listprice,Discounts,
    Allowances,Payment
    Terms,Creditterms

    New product development


    Brand management
    Features, Benefits
    Packaging & After-sales

    PRODUCT/
    SERVICE

    CUSTOMER
    NEEDS/WANTS

    PRICE

    COST TO
    CUSTOMER

    PLACE

    CONVENIENCE

    PROMOTION

    COMMUNICATION

    Source: Based on Kotler, P., Armstrong, G., Saunders, J. and Wing, V. (1999) Principles of Marketing, 2nd
    European Edition. New York: Prentice Hall

    12

    5S of e-marketing objectives

    The 8 Ps of Hotel Marketing

    Wider distribution, promotion and sales


    Extent the brand
    online

    Sell

    Sizzle
    Save by using
    the online
    services

    Product

    Serve

    Save

    Price

    Adding value by extra


    benefits online

    Speak

    Promotion

    6C of Online Value Proposition


    The Chartered Institute of Marketing

    Customer
    Service

    Physical
    Evidence

    Asking quest,
    dialog, use web
    13

    Place

    People

    Processes

    Productivity and
    Quality

    Source: Lovelock, C. and Wirtz, J. (2007). Services Marketing: People, Technology, Strategy, 6th ed., Prentice Hall.

    16

    The 12 C Framework
    Country
    Choices
    Concentration
    Culture & Consumer
    Behaviour
    Consumption
    Currency

    Customisation

    Content
    Cost
    reduction

    Community

    Choice

    Convenience
    14

    7P of Customer Service
    & Mktg Mix

    Capacity to Pay
    Channels
    Commitment
    Communications
    Contracts
    Caveats

    Product
    Price

    Promotion

    Place
    Customer
    Service

    Physical
    Evidence

    People

    Processes

    Source: Adapted from Christopher, M., Payne, A. and Ballantyne, D. (1991) Relationship Marketing. Oxford:
    Butterworth Heinemann

    The 12 C Framework

    15

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