Extended Marketing Mix

What do some people say there is in addition to the standard 4P’s?

That there should be 3 more P’s.

What are the 3 more P’s?

• People

• Physical environment

• Processes

What does ‘people’ include?

Need great staff to make people come back and offer great service.

What does the ‘physical environment’ include?

Businesses can reinforce their image and culture by the environment.

e.g. Porsche have plush showrooms with free Wi-Fi.

What does ‘processes’ include?

Purchasing process is also key - companies often use technology to improve their services.

e.g. customers can track orders and Virgin customers check in online and watch safety video before.

What must a business need to do when developing a marketing campaign?

• Identify content of the marketing message.

• Devise an appropriate marketing mix.

• Select appropriate media to use.

• Allocate a campaign budget.

What is a marketing message?

A concise statement communicating a product’s or services unique value, benefits and solution to a target audience’s problems.

What must businesses decide for their campaign?

The key message they want to convey.

What should a marketing message be?

Memorable and clear - and linked to the marketing aim.

What must a marketing message include?

• identify what the business wants to say to the target audience.

• identify what makes the target audience ‘tick’.

• be clear and precise.

What should the marketing mix reflect?

The marketing message.

What makes an appropriate marketing mix?

When the individual 4P’s elements complement each- other to communicate a coherent marketing message to the public.

What is important in the marketing mix?

• To give a clear message to the target market.

• Position the product effectively.

• Protect and promote the brand promise.

Recap - what is packaging?

The way a product is first displayed to the consumer so certain colours can be used to create a certain reaction.

What will an appropriate marketing mix be influenced by?

• Position in product life cycle.

• Type of product.

• Marketing message/objectives.