Hi Nelson Marques:
How are you?
In order to achieve our marketing objectives we need to have a strategy that
includes different elements - the various parts of the marketing mix.
Calling it a mix reminds you to try and get the balance right between the
different elements. It is easy to assume that one part of the mix is wrong,
when in fact it is another.
Identified the four P's of the marketing mix:
- *Product* Defining the characteristics of our product or service to
meet the customers' needs. Example Fedora Linux
- *Price*: Deciding on a pricing strategy (Free/Freedom). Even if we
decide not to charge for a service, it is useful to realize that this is
still a pricing strategy.
- *Promotion* This includes advertising, marketing, personal selling
(e.g. attending exhibitions), sales promotions (e.g. special offers), and
atmospherics (creating the right impression through the working
environment). Public Relations are included within Promotion by many
marketing people (though PR people tend to see it as a separate discipline).
- *Place* or distribution. Looking at location and where a service is
delivered (e.g. are search results delivered to the user's desktop, office,
pigeonhole, Internet/local resellers - or do they have to collect them).
There are two ways to impress bluffers.
We can extend the number of P's - the two which are usually seen as useful
additions for services (including information services) are:
- *People* Good information services are not likely to be delivered by
people who are unskilled.
- *Process* The way in which the user gets hold of the service (e.g. the
way in which a document or a search can be ordered).
The communication mix blends together several different elements to create
the overall strategy for marketing communications. The elements of this mix
may include advertising, personal selling, sales promotion and publicity.
They can use categories to personal selling and non-personal selling.
The strategies for communication mix are:
Advertising is paid non-personal communication through various media by
organizations that are in some way identified in the advertising message and
who hope to inform and/or persuade members of a particular audience.
When deciding how advertising fits into the communication mix, marketers
consider such issues as budgets and which media to use.
This is a non-paid for communication of information about the company or
product, generally in some media form. Publicity can come in news, stories,
reviews, broadcasts e.t.c.
The downside of publicity is that the marketer has little or no control over
what is said and also there is no way to target an audience.
The public may favor the product since they know that the marketer is not
controlling the story thus it's likely to be true.
Thanks & regards,
Fedora Ambassador Bangladesh