Marketing-Mix

With the marketing mix marketing strategies or marketing plans into concrete actions. The four classic instruments of the marketing mix are the so-called four "P" - (English for Product, Price, Place, Promotion). This corresponds to the German product, price (or terms or Kontrahierungs ), distribution and communication policy. This classification was first proposed in 1960 by Jerome McCarthy. Some authors add additional " Ps " such as People / Personnel, Processes and Physical Facilities, Physical environment ' to this definition to, especially for services marketing, which must be different from the classical product marketing in many ways.

Examples:

• A highly innovative mobile phone ( product) that is high-priced ( price) sold only via a mobile provider ( Distribution) and is advertised through intensive public relations, television advertising and Internet sites (communication ) ... or ...
• A test with "very good" excellent standard margarine (product), which is cheap ( price) sold as a private label in food discount ( Distribution) and is sometimes advertised in offer flyer in the market or by building distribution (PhD ).

The classic 4 column

Product Policy ( Product)

The products or services offered by a company that represent the core of the entire business activities and form the basis of any business success. Product policy covers all considerations, decisions and actions that are directly related to the combination and variation of the properties of the product or service. These include primarily the assortment planning, quality and service, but also packaging, labeling and product design as well as other product-related services. The main categories of product policy and product management innovation management, management of established products and brand management apply.

There are two aspects of the product innovations of particular importance: breadth and depth of service. Companies that offer a wide range are also referred to as generalists. The offer depth, however, describes the different types and variations of any particular program. Companies that have placed their emphasis on a deep range, you generally referred to as specialists, those with a very wide range as a complete provider.

Pricing policy (Price)

The pricing policy includes all the decisions and agreements regarding remuneration of the services offered, about possible discounts and delivery, Credit and Payment. In addition, measures to enforce price policy objectives in the market.

A key aspect can be noted that the price is always aligned to the market, which consists of the components suppliers, buyers and competitors. However, besides the inevitable market orientation and the costs should be considered, as companies rely on to make a profit with their products and services.

The two main design options for the entrepreneur in terms of pricing policy are the price level and the price differentiation.

Communication ( Promotion)

A special area of the marketing mix is the communication policy. Under the communication policy is understood objectives and measures, decisions concerning a uniform format of all relevant information, the product ( Corporate Communications and appearance ). The main instruments of communication policy are advertising, sales promotion, personal selling, sponsorship, exhibitions, events and public relations (including corporate identity) as well as branding. The communication policy is also influenced by the communication among customers.

A well-structured and explicitly thought-out communication policy is the basis for customer confidence and satisfaction dar. The ultimate goal of the marketing mix is the long -term customer loyalty. The canals, Social Media, PR, TV advertising, affiliate marketing and individual areas of search engine optimization, the target group can be specifically addressed. The cross-linking between channels strengthens the communication policy and shows the potential of the marketing mix.

Distribution policy ( Place)

→ Main article: Distribution policy

Under the distribution or sales policy decisions and actions of the company with regard to the way a product or service from the manufacturer to be made to the consumer. For example, in the trade, the question of whether the products in a traditional sales outlet ( PoS business) sold or whether the product is brought directly to the customer (such as mail order houses that send the goods directly to the customers home ). The various possibilities of distribution policy are mutually exclusive. Often several options exist in parallel. The long-term planning and implementation of the marketing policy including the selection of distribution channels and distribution partners as well as the design of customer relationships takes place in the context of the sales strategy.

The additional "P" s

Since different focus settings are become fashionable to specific forms of management since the establishment of the classical marketing mix, also the marketing mix has evolved. Some of these currents were maintained in various industries, partly outside the territorial concept of marketing, partly as an integrated model. Originally, the 4Ps were extended to 7 hp and currently represent 10 ps under components.

In the 1930s, in particular the pricing policy was granted wide space. Later, the approach of " shareholder value ", which has since been replaced in the scientific literature of a more holistic view of all legitimate interested parties followed. Currently ( 2006) it can be seen a tendency to establish individual " balanced scorecards " to a marketable line of business. Especially for the service sector were three additional " service -Ps ​​" are added. This is to process, people and physical evidence.

• Processes - see Process Management
• Packaging - see packaging
• Personnel, People or Persons - see personnel policy
• Politics - see advocacy in policy
• Physics - see corporate identity
• Physical Evidence - ( store layout, etc.)
• Personal Politics
• Physical Facilities - Facilities policy ( eg physical features of the building, the reception, etc.)
• Public Voice - the show in " blog", "communities" and multipliers
• Product Positioning - Positioning see
• Pamper - focusing on the feel-good experience of (stock ) customers. The investigations of Reichheld / Sasser have demonstrated the viability of a long customer relationship.