5. Marketing mix

1. overview 2. planning 3. swot 4. marketing plan 5. marketing mix 6. product
7. price 8. promotion 9. place 10. literature 11. public relations 12. promos
13. advertising 14. sponsorship 15. sales

Marketing mix. You have decided what your overall company mission is. You have then gone through the process of defining your marketing objectives, and defining the marketing strategies you will employ in order to meet those objectives. You are now moving into the decision-making process for defining the actual tactics you will utilise.


-- elements of the marketing mix.

McCarthy identified the four P's of the marketing mix (40 years ago!)


Product: Defines the characteristics of your product or service that meets the needs of your customers.


Price: Decide on a pricing strategy - do not let it just happen! Even if you decide not to charge for a service (a loss leader), you must realise that this is a conscious decision and forms part of the pricing strategy.


Promotion: This includes all the weapons in the marketing armoury - advertising, selling, sales promotions, Public Relations, etc.


Place (or route of distribution): Some of the revolutions in marketing have come about by changing this P. Think of telephone insurance and the internet! A bit of lateral thinking here might reap rewards for your business.

The leap forward in thinking at the time was that it put the customer at the forefront of the company thinking. Although marketing has got much more sophisticated over the years, I still find this model a very useful way of communicating to non-marketers exactly what marketing is all about.

There are a vast array of circumstances that will dictate which elements of the marketing mix are to be employed and in which proportion. If you have put sufficient time into accurately defining your marketplace, your market segment, your product positioning, and your unique selling propositions then it becomes much easier to carry out this task.

I cannot stress this point strongly enough. Taking time to think through your marketing strategy forces you to take some very difficult decisions. The most difficult ones are those where you decide NOT to do certain things; such as deciding certain market sectors are not key to your company's success due to the difficulty in competing effectively. The benefits of taking such decisions are that it really helps you to focus on a more limited (and achievable) set of objectives. It then becomes much clearer which elements of the marketing mix need to be used, and hence you achieve profitable results from your marketing budget.

A few years ago I took on a senior marketing role within a large organisation and one of the biggest problems I experienced over the initial weeks was a constant supply of "promotional opportunities" being offered up by a whole range of agencies and promotional companies. Because I had not inherited a clearly defined marketing strategy I could not decide which of these opportunities were good and which were inappropriate. Although this is a frustrating situation to be in, I knew that it was only a matter of time before I could put together an agreed marketing strategy and then cherry pick the most appropriate of those promotional ideas.

The point is that less experienced managers can easily become totally snowed under by such an array of conflicting and costly opportunities. This then leads to a promotional campaign based on "which agency sent in the glossiest brochure" rather than on a promotional campaign that supports the marketing objectives/strategies.

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Thanks for the website Ian.
As you stated, I have had a steady stream of enquiries since setting me up on the internet.
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Hi Ian Just a short note to tell you we have had a very good season, an excellent sales increase so we should be ok now the autumn is here and going very soon into Winter.. . . . . . . . .
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Best Wishes
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Sports Outlets
Just a quick note to say I’m very interested in maintaining the website you have completed a marvellous job of so far. We are already noticing a complete change and receiving a lot higher internet inquires.
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Thanks and regards

....... I have also noticed the success of extra clicks! Business is also up by at least 15 percent from last year. Regards
Owner (Dry Cleaners)

I would just like to bring a ray of sunshine to your day (well it did for me).
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Interior Design Retailer