Marketing mix
(4Ps)

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Resumo

Que é o marketing mix? Descrição

O modelo do marketing mix (sabido também como 4P's) pode ser usado por comerciantes como uma ferramenta ajudar em definir a estratégia do marketing. As gerente introduzindo no mercado usam este método tentar gerar a resposta optimal no mercado de objetivo misturando 4 (ou 5, ou 7) variáveis em uma maneira optimal. É importante compreender que os princípios do marketing mix são variáveis controllable. O marketing mix pode ser ajustado em uma base freqüente para encontrar-se com as necessidades em mudança do grupo de objetivo e a outra dinâmica das circunstâncias do marketing.


Produto

Historicamente, pensar era: um produto bom vender-se-á. De qualquer modo não há nenhum produto mau anymore em mercados altamente do competidor de hoje. Positivo há muitas leis que dão a clientes a direita emitir para trás os produtos que percebe como o bad. Conseqüentemente a pergunta no produto tornou-se: a organização cria o que seus clientes pretendidos querem? Defina as características de seu produto ou preste-as serviços de manutenção que se encontra com as necessidades de seus clientes. Funcionalidade; Qualidade; Aparência; Empacotar; Tipo; Serviço; Sustentação; Garantia.
Preço Quanto os clientes pretendidos estão querendo pagar? Aqui nós decidimo-nos em uma estratégia fixando o preço - não a deixe apenas acontecer! Mesmo se você se decidir não pedir o dinheiro (bastantes) para um produto ou um serviço, você deve realizar que esta é uma decisão conscious e os formulários parte da estratégia fixando o preço. Embora competir no preço seja tão velho quanto a humanidade, o consumidor é frequentemente ainda sensível para discontos do preço e ofertas especiais. O preço tem também um lado irrational: algo que é caro deve ser bom. Permanentemente competir no preço é para muitas companhias não um abordagem muito sensible. Preço de lista; Discontos; Financiamento; Opções do Leasing; Permissões.
Lugar Disponível no lugar direito, no tempo direito, nas quantidades direitas? Algumas das mudanças principais recentes no negócio vieram aproximadamente mudando o lugar. Pense do Internet e dos telefones móveis. Posições; Logística; Membros da canaleta; Motivation da canaleta; Cobertura de mercado; Níveis de serviço; Internet; Móvel.
Promotion (Como) os grupos de objetivo escolhidos são informados ou educados sobre a organização e seus produtos? Isto inclui todas as armas no armory do marketing - anunciar, vender, promotions de vendas, Direct Marketing, relações públicas, etc. Quando outros três p perderem muito de seus meanings em mercados de hoje, o Promotion transformou-se o P o mais importante a focalizar sobre. Advertising; Relações públicas; Mensagem; Vendas diretas; Vendas; Meios; Orçamento.

A função do marketing mix é ajudar desenvolver um pacote (mistura) que satisfaça não somente às necessidades dos clientes dentro dos mercados de objetivo, mas maximize simultaneamente o performance da organização. Houve muitas tentativas de aumentar o número dos p de 4 a 5P's no modelo do marketing mix. O mais freqüentemente mencionado que é pessoa ou pessoal. Booms e Bitner sugeriram um abordagem 7-Ps para companhias serviço-orientadas.


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

Livro: David A. Aaker - Strategic Marketing Management


Grupo de Interesse Especial

Grupo de Interesse Especial de Marketing Mix .



Grupo de Interesse Especial (29 membros)

Fórum

Fórum sobre Marketing Mix.


 

Marketing Mix Alternatives
Are there any credible alternatives to the marketing mix?...
75
 
2 comentários
Impact of Marketing Plan on Employees?
Does a marketing plan have any impact upon the employees? Which?...
54
 
3 comentários
Promotion (4th P of Marketing Mix) Includes Image/Reputation
Note that Image and/or Reputation are part of the P of Promotion. There's no need for an extra I or R in the marketing mix....
54
 
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-sale services in additional to the physical benefits. For this the Extended Mar...
37
 
2 comentários
Promotion Mix | Marketing Communications Mix
The Promotion Mix, also called "Marketing Communications Mix", must not be confused with the Marketing Mix (4 Ps).
In fact, the Promotion Mix (PM) breaks down one of the 4 Ps: Promotion.
...
34
 
14 comentários
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 it too much. Can you help me explain it?
Thanks....
25
 
3 comentários
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. This could include physical goods, services, person, place, information, experienc...
12
 
4 comentários
The SIVA Model of Marketing
An interesting customer-focused variant of the 4Ps was suggested by Chekitan S. Dev and Don E. Schultz in Marketing Management v.14 n.1 January/February 2005. Their approach is known as the SIVA model...
10
 
3 comentários
Why is Using the Marketing Mix Important?
What is the significance of an effective marketing mix?...
10
 
4 comentários
Product in Marketing Mix ⇨ 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 product only. So, i prefer using "Market offering" or "Customers' value bundle". S...
8
 
2 comentários
The Five V's for Marketing Mix
Value, Viability, Volume, Variety, Virtue....
7
 
1 comentários
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 Promotion. As you know it was expanded to 7Ps, 11 Ps and so on … an endless list! But...
6
 
15 comentários
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 are no longer the same and it's time to replace them by a new marketing mix con...
5
 
1 comentários
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? Thank you....
5
 
3 comentários
Necessary Skills of Marketers
According to Kotler (1972), effective marketing consists of analysing, planning, organising and controlling marketing efforts: ANALYSIS: marketers have to be good at
- Market analysis to ident...
5
 
How the Marketing Mix Influences Operations
Can anyone explain the relevance of the marketing plan to operations management in an organization with an example?...
4
 
1 comentários
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 : C4P's; believe me before analysing the product you must take note of the cultu...
2
 
1 comentários

Melhores Práticas

Os tópicos mais bem avaliados sobre Marketing Mix. Aqui você vai encontrar as idéias mais valiosas e sugestões práticas.


Before using the Marketing Mix
Most marketers emphasize the marketing mix. In my opinion, The most important part of the marketing plan is knowing what are the customer requirements. Firstly, you must drill down to your target's b...
114
 
5 comentários

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....
74
 
5 comentários

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 comentários

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. Kotler et al. suggest a marketing mix with four C's: Co-creation, Currency, Comm...
37
 
16 comentários

Marketing Mix During Recesssion
In a situation of recession I think even the top marketing methods are not working. The customer will look at the mandatory requirements rather than going in to promotional schemes and advertisements....
17
 
4 comentários

Dicas de Especialistas

Conhecimentos avançados sobre Marketing Mix | The 4Ps (Inglês). Aqui você encontrará conselhos profissionais de especialistas.


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...
Fontes de Informação

Várias fontes de informação sobre Marketing Mix. Aqui você encontrará powerpoints, vídeos, notícias, etc. para usar em suas próprias palestras e workshops.


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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Compare com o 4-Ps: Extended Marketing Mix (7-Ps)  |  4S Web Marketing Mix  |  3C's  |  Product/market grid  |  SERVQUAL  |  Competitive Advantage framework  |  BCG Matrix  |  Bass Diffusion model  |  Positioning  |  Co-Creation  |  Disruptive Innovation  |  Relationship Marketing


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