Elements Of 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…

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 else’s.
The firm has to point out the tool choices to support promotion policies. Based on each product’s features and the financial resource of the company, these choices may vary. However, there are five main groups of tools, which are advertisement, public relation, exhibition, individual sale and commercial civilization. The promotion activities transmit the firm’s information to consumers and encourage them to use the products. The tools will help enhance offering, selling and penetrating processes, which leads to profit rise, fast capital circulation and good liquidation. On long-term, these activities will help to build up good reputation for the company and become a competitive advantage in the market (CIM, …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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