2.7 Marketing Mix Strategy

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2.7. Marketing-mix strategy AMA (2013) defines marketing mix as “the mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market. The most common classification of these factors is the four-factor classification called the "Four Ps" - price, product, promotion, and place (or distribution). In the late 70’s, along with the development of the modern market as well as marketing concept, marketers proposed to add more elements to the Four Ps principle to create the new Seven Ps principle. Booms & Bitner (1981) proposed three new elements: people, process and physical evidence (or physical environment). According to The Chartered Institute of Marketing (CIM, 2009), successful marketing…show more content…
Place (Distribution) LPG is an essential product in every living and producing activities so it has to be refilled immediately when running out. Place (distribution) decides the way that products are delivered to the customers. The purpose of distribution is to ensure that the delivery will be timely, exactly and efficiently. Distribution channel is also the information channel between the company and customers. It consolidates the image of the company through direct relationship with customers or via intermediate. The place where customers buy a product, and the means of distributing your product to that place, must be appropriate and convenient for the customer. The product must be available in the right place, at the right time and in the right quantity, while keeping storage, inventory and distribution costs to an acceptable level (CIM, 2009). 2.7.4. Promotion The Chartered Institute of Marketing (2009) regards promotion as the way a company communicates what it does and what it can offer customers. It includes activities such as branding, advertising, PR, corporate identity, sales management, special offers and exhibitions. Promotion must gain attention, be appealing, tell a consistent message and above all else give the customer a reason to choose your product rather than someone…show more content…
Hence, every factor of the business needs concerning when conducting a marketing strategy. Physical evidence is not an exception. A service cannot be experienced before it is delivered. This means that choosing to use a service can be perceived as a risky business because the customers are buying something intangible. This uncertainty can be reduced by helping potential customers to ‘see’ what they are buying. Case studies and testimonials can provide evidence that an organization keeps its promises. Facilities such as a clean, tidy and well-decorated reception area can also help to reassure (CIM, 2009). Physical evidence affects strongly to the customers’
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