1.3 - Marketing mix edexcel business

what does product or service design involve

the generation and development of ideas through a process that leads to new products/service

what are the 3 elements of the design mix

1. function

2. cost

3. aesthetics

what does function from the design mix include

1. consumer durables

2. ergonomic design

3. USP

what does cost in the design mix involve

selecting materials and processes that minimise costs by being efficient without lowering quality

what does aesthetics in the design mix involve

how the product comes across to the consumer e.g. size, appearance, smell, taste

how designs are altered to be more eco-friendly - social trends

1. design for waste minimisation

2. design for reuse

3. design for recycling

Benefits of adapting to social trends

1. reduced waste

2. increased sales

3. USP

4. improved image

Promotion

businesses drawing attention to their products/services/business

aims of promotion (3)

1. increase customer awareness of business/product/service

2. improve customer loyalty

3. improve image

above the line promotion

promotion through the media that reaches a wide audience

types of above the line marketing

1. Informative advertising

2. persuasive advertising

3. reassuring advertising

below the line promotion

promotion that does not involve the use of mass media

types of below the line promotion

1. sales promotion

2. Public relations

3. point of sales promotion

4. direct mailing

5. direct selling

6. exhibitions and trade fairs

Sales promotion methods

Buy one get one free, coupons, loyalty cards

Public relations methods

1. press releases

2. press conferences

3. sponsorship

4. donations

main advantage of PR

cheap method of promotion

point of sales promotion - 1.3.2