Marketing-mix is ... Marketing theory, methods of sales promotion

A marketing mix is a special set of tools that allows a marketer to achieve the main goal: to meet the needs of customers and increase sales. With the help of these tools, demand is formed and consumer behavior is controlled .

The concept and purpose of marketing

The concept of marketing emerges in the second half of the 19th century, when, in response to overproduction, it became necessary to find new tools to spur sales of products. The new concept was defined as a certain activity aimed at increasing the company's profits. Today, there are at least a thousand different definitions. In general, marketing is understood as a process aimed at studying the market and forming a circle of consumers of the goods.

The main goal of marketing is to meet the needs of consumers. For this, the market is studied, the product is projected, its price is determined and promotion is planned. Marketing seeks to establish effective communication between the producer and the buyer of the product in order to maximize consumption. In addition, he faces the goals of in-depth study of the situation on the market and studying the needs of the consumer and the specifics of his behavior. It is designed to increase customer satisfaction with the goods, so that they can be re-purchased. Improving the quality of life of consumers, expanding the product range to meet the needs of the population to the fullest extent is also the sphere of marketing functioning. Based on these goals, marketing functions are defined: marketing, analytical, product-production, communicative, managerial and controlling.

Theory of marketing mix

In 1953, in American marketing, the term "marketing mix" was used for the first time, under which Neil Borden understood a special set of tools to achieve the desired marketing results. Later, McCarthy clarified this concept and developed a concept of 4p-marketing , which became synonymous with the concept of "marketing mix." It included elements such as product, price, place, promotion. He found that the four basic elements, without which it is impossible to organize the marketing activities of the enterprise, exist in any kind of production and are universal.

In general, a marketing mix is a set of measures and tools that allow a company to influence the demand for manufactured goods and services.

Product

The first element of marketing-mix is the product (or product). This is the starting point of marketing activities, and it is understood as a certain object or service that has a certain value for the consumer. In the goods at the design stage it is necessary to lay down those qualities and properties that will be in demand with the consumer. For the successful implementation of the product, the marketer needs to be well aware of the need that he can satisfy, what are the advantages and weaknesses of the product. Also, it is necessary to imagine what product improvements can increase its sales, what markets it can be in demand. To increase sales, you need to take care of the packaging of the product, its attractiveness and informativeness, the registration of the trademark for quick identification of the product by the consumer. To create customer loyalty to the product, it would be nice to provide guarantees and additional service for the customer.

Price

Complex marketing mix includes pricing. This is a very important action on which the success or failure of a product in the market depends. The price should not be too low or unreasonably inflated, as it can deter a buyer. Despite the seeming ease of maximizing profits through a high price, you should carefully set a high or low cost, as it is a powerful factor in the image of the product and the manufacturer. The price must necessarily be competitive, adequate to the purchasing power of consumers and the chosen strategy. Price can be an instrument of promotion in such strategies as penetration of the market or "skimming cream". When designing the cost of a product, several options should be envisaged for different distribution channels, the possibility of providing discounts.

Place of sale

The choice of the place of distribution of goods is an important element of the marketing-mix complex. This choice is based on a thorough analysis of consumer behavior. It is necessary in the course of the study to identify the places where it will be most convenient for the consumer to make a purchase. Sales organization, like other methods of sales promotion, should encourage a person to buy. The procedure for purchasing a product should be extremely simplified and fast, the consumer should not spend much effort on making a purchase. When developing a marketing strategy, it is necessary to determine the coverage markets and distribution channels. Also an important part of the sales organization is the merchandising system (advertising at the points of sale, including the layout of the goods, atmosphere and navigation in the store).

Promotion

A marketing mix is something that is most often associated with promotion. Indeed, the promotion is an important component of the marketing mix. In its structure it is customary to distinguish four groups of tools: advertising, methods of sales promotion, PR, direct sales. These funds are used in a complex, solving long-term and short-term tasks. Advertising and sales promotion usually give quick results, PR is a low-intensity technology and creates a delayed effect. The complex of means of promotion is realized in the form of a media strategy of the company. For B2B and B2C markets, different tools are used.

Marketing Tools

Marketing mix is a certain action plan, operations can not be interchanged or released as unnecessary. Each element of the complex requires concerted and thought-out marketing activities. The main marketing tools are the marketing, price, product and communication policies of the enterprise. In addition to the marketing mix, there is the notion of a media mix - a set of means for promoting a product in an information environment. It includes direct advertising in the media (radio, television, etc.), event marketing, various promotions, advertising on the Internet.