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Essay about 4 ps of marketing mix
An essay about the four ps of the marketing mix
Explain four elements of marketing mix
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The 4 Ps of marketing refers to the terms product, price, promotion and place. These four components make up what is known as the ‘marketing mix’. Each of the Ps focuses on a different element of the marketing mix. Product refers to the actual good or service on offer from a business. Price refers to the price set for the aforementioned product, and the particular pricing strategy that the firm has chosen to implement. Promotion refers to the promotional strategies that are used to sell the product, and the communication that is undertaken to persuade customers to purchase the product. Finally, place refers to the method of distribution used to get the good and/or service from the firm to the customer. The 4 Ps marketing mix is commonly …show more content…
These elements are: creating, communicating, delivering and exchanging. Creating “involves collaboration with suppliers and customers in order to generate offerings of value to customers” (Tanner, & Raymond, 2011, p.5). It can be argued that this has some similarities to the ‘product’ component of the traditional marketing mix, but a more extended action is seen in the value approach. This extension may include things such as after-sales care and warranties (4Ps versus Value Marketing Strategy, 2014). Communicating refers to informing the customer of the offerings available. This correlates with the promotion element of the traditional marketing mix but, in the value approach, consideration is also given to the learnings that can be had from customers. That is, communicating is a two-way exchange between the business and the customer, as opposed to the one-way stream of communication from the firm to the customer seen in the traditional marketing mix. Delivering is closest in meaning to the ‘place’ element of the 4 Ps, as it refers to getting the offering from the business to the customer. The difference, however, is that in the value approach, the focus is of course on this process being undertaken in a way that maximises value, rather than simply achieving the task. Finally, the element of exchanging in the value approach to marketing refers to ‘trading value …show more content…
However, the key difference between the traditional marketing mix and the value approach is the focus on the customer, and the notion of creating value for the customer. It can be asserted that firms today are working harder than ever to create value for customers. Firms are now operating in the ‘value era’: “a time when companies emphasize creating value for customers” (Tanner, & Raymond, 2011, p.7), or even in the ‘one to one era’: “building relationships with customers one at a time and seeking to serve each customer’s needs individually” (Tanner, & Raymond, 2011, p.7). A firm using the value approach to marketing is likely to be market orientated, meaning that they follow the marketing concept of meeting (and exceeding) customers’ wants and needs. This contrast with a firm which may undertake the traditional marketing approach (4ps), and is likely to be more product orientated, meaning that the focus is more on product innovation rather than customer needs and
Kotler and Keller (2014) develop on what product represents in the marketing mix, as the idea centers around its design, quality and packaging. Continuing with the Four P model, price should be considered when marketing a product. The price component asks one to determine the list price, discounts, allowances, and payment period of a product (Kotler & Keller, 2014). Finally, Kotler and Keller (2014) list promotion and place as the final two variables associated with the older Four Ps. Promotion deals with how a product is advertised and what type of sales force will be utilized, while place is associated with the channels and locations for which your product will be featured (Kotler & Keller,
Value Proposition is defined as "A business or marketing statement that summarizes why a consumer should buy a product or use a service”. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings." To structure a proper value proposition for a company, you must view the business model and three identifying features of the business. These three features are the Goals, Core Activities, and the Product Market Focus. The goal of a company is what it aims to accomplish. In regards to Imperial Oil ltd., their main end goal would be to create profits for their shareholders and to increase the overall value of the company. With creating more value to the company, the business can use funds to access and develop more research and advance their technology in growing the corporation. The core activities of the business are what value creating tasks will help the business run properly and how t...
The 4 Ps of the marketing mix are: Product, Promotion, Price, and Place. The marketing mix puts the right products, at the right price point, in the right place, at the right time. The following examines how Claire’s Chocolates optimizes its marketing mix (Yoo, Donthu, & Lee, 2000, 195-196).
Customer value is defined as "the perceived benefit of a product, used by customers to determine whether or not to buy the product" (Lussier, 2006). I do believe that most customer's focus on creating customer value. It is an aspect needed in order to sell anything. A customer would not buy something if she or he did not see the benefit in buying it, therefore, organizations strive to create customer value because they need the customer to see a benefit and to buy the product.
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
When it comes to marketing in business, there are rules to follow. One of the biggest rules is the four Ps of marketing. The four Ps of marketing are as follows; product, price, place, and promotion. The four Ps are crucial to having a good marketing scheme for a product. The Walt Disney Company have become very good at marketing over the years. Part of the reason for this is their amazing ability to use the four Ps.
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand of products in the market. Price, Product, Promotion and Place, are known as the 4Ps that make up a typical marketing mix. As marketing evolves, there are additional Ps that can also be included in the marketing mix, however, focusing on the 4 core Ps of the marketing mix, price, place, promotion and Product, taking an in-depth look at the aspects of Victoria’s Secret in general and in terms of the selected product. All the elements of the marketing mix influence each other. They contribute to the business plan for a company and if managed correctly, can give it a great success. In order to successfully master marketing mix, it needs understanding,
Therefore, it can be said that the 4Ps approach is more focused on product, while the value approach is, on the contrary, focused on customer - it is a more customer-oriented marketing strategy, which, in some aspects, is close to one-to-one marketing. In addition, the value approach is more precise, thus helping marketing professionals in creating and marketing all the 4 types of their offerings more
For a marketing orientated business, the findings from any research will be put to use primarily to aid the business in satisfying the needs and wants of its customers; this type of business has become more popular since 1970, where prior to this business’ were production orientated (until the 1950’s) where the business was concerned with improving its distribution methods, and product orientated (until the 1960’s) where the business’ main concern was the product rather than the satisfaction of the customer. The idea of a marketing orientated business has been explored by Fahy and Jobber (2012) who concurred that a market orientated business is one that considers its customers and the external environment to be an intricate part of the business; This type of business will explore the different aspects of the external environment, and take from its observations ways in which it can continue to trade in an effective, profitable way. A marketing orientated business will also use its findings to help it take advantage of any opportunities in a market and to lessen any threats that could be...
A marketing mix is what businesses use to detail the main functions of business marketing and do into further explanation as of how those functions influence the success or failure of a business. There are several different marketing mix tools, the four P’s is a very useful tool explaining the main functions of a marketing mix. A basic way of describing the marketing mix is the four P’s: Product,Place, Price, Promotion. A very important part of understanding how to use this tool is asking yourself questions that will help you understand each individual part of the marketing mix. Many people use this process to check their existing business to see if there are improvements to be made. The four P’s marketing mix system could also be used before starting a new business or offering a new product to give yourself guidelines on how to run your new business.
Even though this is true I believe that the majority of firms need to put an emphasis on their customer value. A business sector that comes to mind when I think of customer value is banking companies. These companies have to rely on an emphasis in customer value because this will lead to the important factor of customer loyalty. If a customer doesn’t feel appreciated by their bank then they will ultimately take their business somewhere else, and then the previous bank will have a decrease in their competitive advantage. One exception that I believe can be made is towards “companies with a production-oriented business approach favoring high production efficiency, low costs (382 Bauwen/Gosselin). These companies on the other hand are trying to produce a product at a large amount and do not have the time or necessity to put a major focus on customer relations. At the end of the day no company can do wrong by implementing an account management strategy that focuses on the value of their
The marketing mix is a term used to describe the four main marketing tools, Price, Product, Promotion and Place (EStartup business blog, 2010). An example of each of the 4P’s are: which products are well received, what prices consumers are willing to pay, what TV programs, newspapers and advertising consumers read and view and which restaurants and businesses are visited (EStartup business blog, 2010).... ... middle of paper ... ... Marketing strategies are the most important part of any business, once the marketing strategy is in place the business will be successful in the future.
The marketing environment of today has changed dramatically and thus companies must effectively devise strategies for responding to, and dealing with this change, while ensuring maximum customer value and satisfaction (McFarlane & Britt, 2007). In order to achieve organizational goals therefore, an organization should be more effective than competitors in integrating marketing activities towards determining and satisfying the needs and wants of the target markets (Kotler & Armstrong, 2010). This assertion is consistent with McFarlane, (2013) view that businesses cannot survive without creating value for customers because that is why they exist; they are driven and shaped by customer needs and wants, and the degree to which they are able to meet these needs and wants through value creation. This perspective of focusing organizations’ activities on the customer can be summed up in the term ‘Marketing concept’ (Zeithaml, Bitner & Wilson, 2013).
Customer Value is important to my company. My Company knows who purchase their goods and services and why these consumers view our offerings as having the highest value to them.
The four Ps of marketing are product, price, place, and promotion. Product is the physical product or service that the company is selling. Price is what the company is charging its customers for the product. Place is where the company makes the product available to consumers. Promotion is what the company is doing to promote its product to persuade customers to buy it.