The Marketing Mix and Communications

Marketing Mix is defined as follows:

The Marketing Mix is the set of marketing tools that the organisation uses to pursue its marketing objectives. ( Kotler )

The Marketing Mix can be approach from two directions from the viewpoint of Product or Services.

1. Product

- Product is made by a supplier but provides ( Customer Value )

- Price is set by a supplier but is ( Cost to a customer )

- Place is chosen by a supplier to place product offers where they are ( Convinient to a customer )

- Promotion by the supplier is ( Communication to a customer )

2. Service

- Physical evidence for the supplier is ( Confirmation to a customer )

- People to a supplier is ( Consideration to a customer )

- Process to a supplier is ( Co-ordination to a customer )

A Marketing Mix must be unique to a segment, and must blend each of the tools so that needs of identified individuals can be met. This is ecample of the point of one of the campaign.

1. Target audience

2. Customer value

3. Entertainment value

4. Cost

5. Convenience

6. Communication

7. Confirmation

8. The advertisement

9. Results

Communication

The basic model of sales communication is divide contact up into 4 stages:

1. Attention - Ensure that the receiver is listening. Not just casually, bu seriously.

2. Interest - Get and keep the receiver's interest.

3. Desire - Build a desire in the receiver to behave as you suggest.

4. Action - Check that the actions wanted (and aggred) actually take place as wanted and as agreed.

The Principles of good communication is begin with them doing other things, attract their attention, build their interest, create comprehension, generate desire and finally achieve action ( AICDA)

sources : The official LCCI Examinations board guide