De Marketingmix-methode / Marketingmix-model (De 4P's)

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Samenvatting

Wat is de Marketingmix? Beschrijving

Het Marketingmixmodel (dat ook bekend staat als de 4P's) wordt als een hulpmiddel gebruikt door marketingmanagers bij het creëren van de marketingstrategie. Marketingmanagers gebruiken deze methode om een optimale response in de doelmarkt te bewerkstelligen d.m.v. 4 (of 5, of 7) variabelen op een optimale manier te mengen. De principes van de Marketingmix zijn controleerbare variabelen. De Marketingmix kan telkens worden aangepast aan wijzigende behoeften van de gekozen doelgroep en aan andere factoren binnen de desbetreffende marketingomgeving.


Product

Historisch was de gedachte: een goed product verkoopt zichzelf. Maar in de huidige zeer concurrerende markten zijn er geen slechte producten meer. En bovendien is er wet- en regelgeving die klanten het recht geeft producten terug te sturen als hij deze slecht vindt. Daarom is de centrale vraag over een product geworden: creëert de organisatie wat zijn gewenste klanten willen? Daarvoor moeten de kenmerken van het product of dienst worden bepaald die de behoeften van de klanten bevredigen. Functionaliteit, kwaliteit, uiterlijk, verpakking, merk, service, support, garantie.
Prijs Hoeveel zijn de geplande klanten bereid te betalen? Wij moeten prijsstrategie maken - laat dit u niet overkomen! Zelfs als u beslist om helemaal of maar weinig geld voor een product of dienst te vragen, moet u zich realiseren dat dit een bewust besluit is. En dat dit een onderdeel vormt van uw prijsstrategie. Hoewel concurreren op prijs al bestaat sinds mensenheugenis, is de consument meestal nog steeds gevoelig voor kortingen en speciale aanbiedingen. Prijs heeft ook een irrationele kant: iets wat duur is moet vast wel goed zijn... Maar continu concurreren op prijs is voor de meeste bedrijven niet erg aanbevelenswaardig. Standaardprijs, kortingen, financiering, leasingmogelijkheden, toelagen.
Plaats Is het product of de dienst beschikbaar op de juiste plaats, op het juiste tijdstip, in de juiste hoeveelheid? Recentelijk is het ondernemen ingrijpend veranderd door het wijzigen van de Plaats. Denk aan verkoop en levering via Internet en mobiele telefoons. Locaties, logistiek, partners in de distributieketen, distributie-incentives, marktbereik, serviceniveaus, internet, mobiel.
Promotie (Hoe) zijn de gekozen doelgroepen geïnformeerd of opgeleid over de organisatie en haar producten? Dit omvat alle wapens binnen het marketingarsenaal - reclame, verkoop, verkooppromoties, Directe Marketing, Public Relations, enz. Terwijl de andere drie P's veel van hun betekenis in de huidige markt hebben verloren, is Promotie de belangrijkste van de vier P's geworden. Adverteren, public relations, (reclame)uitingen, directe verkoop, overige verkoop, gebruik van media, budget.

De functie van de Marketingmix is een 'boeket' (mix) samen te stellen dat niet alleen tegemoetkomt aan de klantbehoeften, maar tegelijkertijd de opbrengst voor de organisatie zal maximaliseren. Er zijn vele pogingen geweest om het aantal P's in het Marketingmix-model van 4 te verhogen. De meest genoemden zijn Mensen (People) of Personeel. Booms en Bitner hebben een Uitgebreide Marketingmix met 7 Ps bedacht, met name voor bedrijven die diensten leveren.


Boek: Nirmalya Kumar - Marketing As Strategy: Understanding the CEO's Agenda.

Boek: David A. Aaker - Strategic Marketing Management


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Forum over De Marketingmix-methode | Marketingmix-model | De 4P's.


Uitspraken over de Marketingmix
Kent u een diep, beroemd of grappig citaat gerelateerd aan de Marketingmix? Een uitspraak? Of gezegde? Reageer dan hiero (...)
2
 
🔥 NIEUW De 4P's anders genoemd: het SIVA model
Een interesserante klantgerichte variant van de 4Ps werd gesuggereerd door Chekitan S. Dev en Don E. Schultz in Marketin (...)
2
 
4P Implementation Steps. Order of Implementing the 4Ps?
I would like to know what steps one takes in a 4P implementation. Is there any particular order? Please inform me. (...)
77
 
5 reacties
Add Image to Marketing Mix: 4P + I
The four P`s needs an additional I for Image. This is especially relevant for high-involvement products. (...)
13
 
4S Web Marketing Mix
Constantinides constructed a 4S Internet Marketing Mix. The 4S's stand for Site, Synergy, Scope and System. For example, (...)
12
 
Customer in Center of 4Ps
Why is the customer placed in the center of the 4ps? (...)
8
 
1 reacties
Customers' Value Bundle
I think I saw the term(s) in P. Kotler's book. the word "Product" makes your thinking centered around the physical prod (...)
8
 
2 reacties
The five V's for Marketing Mix
Value, Viability, Volume, Variety, Virtue, (...)
7
 
The 5 Product Levels Model (Kotler)
PRODUCT
What is a Product really? It is anything that a firm offers to satisfy the needs or wants of the market. Th (...)
6
 
4 reacties
Kotler's New 4C Marketing Mix for the Digital Economy
In the digital economy the conventional Marketing Mix with 4P's must evolve to accommodate more customer participation. (...)
6
 
16 reacties
New Marketing Mix Concept: SAVE
We are familiar with the concept of 4P of marketing, Product, Place, Price and Promotion.
We are finding that these (...)
3
 
1 reacties
Necessary Skills of Marketers
According to Kotler (1972), effective marketing consists of analysing, planning, organising and controlling marketing ef (...)
2
 
The Role of Culture in Marketing Mix : C4P's ?
All I can say about Marketing Mix is that maybe also the Culture is also important. Maybe we could have called the 4P's (...)
2
 
1 reacties
4Ps are Not Optional, but Key Issues that MUST be addressed
The concept of a Marketing Mix implies that these are not options. In practice the 4Ps represent the key questions or i (...)
1
 
How the Marketing Mix Influences Operations
Can anyone explain the relevance of the marketing plan to operations management in an organization with an example? (...)
1
 
1 reacties
Marketing Mix Modelling
Hi all... What statistical techniques are used in marketing mix modelling?
How are they used? Please share your bes (...)
0
 
What are the Implications for 4Ps if the Exchange Rate Changes
What are the implications for international marketing in case the exchange rates change?
How do changes in exchange (...)
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Before using the Marketing Mix
Most marketers emphasize the marketing mix. In my opinion, The most important part of the marketing plan is knowing wha (...)
114
 
5 reacties

4th P includes Image and Reputation
Note that image and/or reputation are part of the P of Promotion. (...)
54
 
Impact of Marketing Plan on Employees?
Does a marketing plan have any impact upon the employees? Which? (...)
54
 
2 reacties

Marketing Mix in Recession
In view of the recession, how have the marketers adjusted their marketing strategies in terms of the 4P's in marketing i (...)
53
 
Marketing Mix P's for Online Companies
I have a question, how will you prioritize the p's for an online company like for amazon.com? (...)
49
 
4 reacties

Marketing of Services and Non Purely Physical Products?
Most of today's products are not purely physical. We are also offering intangible values like brand feelings and after- (...)
37
 
2 reacties

Quotes on Marketing Mix
Do you know some deep, famous or funny Quotes on the Marketing Mix? Quotations? Proverbs? Please share them as a reactio (...)
34
 
Examples of Marketing Mix
I would like to see an example of the 4 ps of marketing with an example of air condition? (...)
26
 
Marketing = Marketing Mix + Customers = 4P's + C
My teacher said that Marketing is the 4Ps plus a C (Customers). And he didn't explain it, so I really don't understand i (...)
25
 
3 reacties

Marketing Mix Alternatives
Are there any credible alternatives to the marketing mix? (...)
24
 
1 reacties

Marketing Mix for Business Planning
Define the service, develop a benefit list, focus on what makes the business different from the competition, develop the (...)
16
 
2 reacties

What About This Period
In the current situation of recession I think even the top marketing methods are not working. These days the customer lo (...)
14
 
4 reacties

Promotion Mix | Marketing Communications Mix
The term Promotion Mix (PM), also called Marketing Communications Mix, must not be confused with the Marketing Mix (4 Ps (...)
14
 
11 reacties

4Ps renamed: the SIVA model
An interesting customer-focused variant of the 4Ps was suggested by Chekitan S. Dev and Don E. Schultz in Marketing Mana (...)
10
 
3 reacties

Why is Using the Marketing Mix Important?
What is the significance of an effective marketing mix? (...)
10
 
4 reacties

Add a Living Element to the Marketing Mix
Ask any MBA student on the fundamentals of marketing and he will tell you about the 4Ps, Product, Price, Place and Promo (...)
6
 
15 reacties

What is the 5P's Marketing Mix?
I want to know the following about the 5P model:
Where exactly does it fit in marketing and marketing research? Tha (...)
5
 
3 reacties

Expert Tips

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Geavanceerde inzichten over Marketing Mix | The 4Ps (Engels). Hier vindt u professionele adviezen van deskundigen.


A Marketing Mix that Recognizes the Power of the Customer

Marketing, Strategy, Marketing Mix
Chekitan S. Dev and Don E. Schultz - like Lauterborn's 4C's -argue that today the customer has the power and can vote wi (...)

How to Determine the Right PRICING?

Steps to Strategic Pricing
One of the 4 P's is Pricing. To help managers find the right price for a product/service, Kim and Mauborgne have develop (...)

The Most Complete Marketing Mix

Marketing, Strategy, Marketing Mix
The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os: 4Ps: Product, Price, Promotion and Place 4Cs: Customer needs, (...)

The Renewed 4P Marketing Mix

Marketing, Strategy, Marketing Mix
Arussy suggests in his article "Congratulations, You Are at Par: The New Four P's" that the traditional 4P's are no long (...)

Understanding your Customer's Needs

Customer Targeting and Strategy
In order to transform your customer’s experience and to better understand your customer’s needs, it is helpful to constr (...)

Are the variables really controllable?

Marketing Strategy
A key assumption of the 4PS model is that the 4 variables are controllable and can be 'mixed' by the marketer into an op (...)

Marketing Mix from the Customer Perspective

Marketing, Strategy, Marketing Mix
In contrast to the 4P's Marketing Mix by McCarthy, Robert Lauterborn suggests a 4C's Marketing Mix model in order to con (...)

The Role of the 4P's in an Online Enviroment

E-Marketing, Strategy
Although the 4P's are not the critical factors in an online environment, they are still more or less important and neces (...)

The Goals of Marketing

Marketing, Strategy, Marketing Mix
No matter your words combination, according to marketing consultant Don Debelak (Streetwise Marketing Plan, 2000) we hav (...)

Going Global: Adaptation of Marketing Mix Components

Marketing Strategy, Global Marketing, International Marketing, Marketing Mix, 4Ps
As we all know, companies that conduct business internationally are often adapting their products to the markets served. (...)

Don't Forget Internal Marketing

Involving your Employees, Internal Marketing Best Practices
Besides external marketing, dealing with the image, look and view how customers see or define your organization, interna (...)
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How Integrated Marketing Works

Marketing, Promotion, Branding, 4 Ps, 7 Ps
Integrated Marketing Communications (IMC) is designed to leverage the intrinsic strengths of each communication discipli (...)

External Environment In-depth: Sub-types and How to Manage Them

External Environment, Environmental Scanning, Environmental Management, Competitive Environment
This presentation covers the topic of external environments and includes the following sections: 1. Environmental Scann (...)

Overview of Pricing and Pricing Strategies

Pricing
This presentation contains an overview of various pricing strategies, including for example pricing based on competition (...)

Product Packaging

Marketing, Sustainable Business, Environmental Sustainability, Packaging
In-depth presentation about packaging and sustainable packaging. The presentation is very extensive and uses head sectio (...)

The 2 Worlds of Marketing and Sales

Making Sales and Marketing Work Together, Understanding the Differences
Funny explanation of Marketing versus Sales by contrasting and comparing them with short sketches. (...)

What is Integrated Marketing?

Integrated Marketing, Communication, Promotion, Branding, IMC
In short, Integrated Marketing Communication (IMC) is the application of consistent messages on a company, brands, produ (...)

Funny Intro to Marketing Concepts in 2 Minutes

Initial Understanding of Marketing Terms, Marketing Intro, Marketing Fun, Trainings, Workshops
Funny explanation of direct marketing, advertising, telemarketing, public relations, brand recognition, customer feedbac (...)

Marketing Communications Mix

Marketing Communications Mix, Database Marketing, Online Marketing
Five major tools (i.e. Advertising, Personal Selling, Sales Promotion, Public Relations, and Direct Marketing) melded to (...)

Introduction and Summary of the 4P's

Initial Understanding of the 4P's, Trainings, Workshops
Short, very basic introduction of the 4 Ps or the Marketing Mix, a business framework that helps marketers to consider 4 (...)

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