1897154
Descrição
Mapa Mental por hiyakirstin, atualizado more than 1 year ago
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Criado por hiyakirstin
quase 10 anos atrás
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The Marketing
Mix (7Ps)
- Price
- Amount of money
received by a company
for their product
- Importance
- Has to be set at a level
customers are willing to pay
- Has to cover costs
while making a profit
- Consumers use price as a
measure of quality - high price
may infer a higher quality
- Has to be set at a level
customers are willing to pay
- Alter to Enhance Effectiveness
- Decrease - compete better
with competitors, sales could
increase if it's more affordable
- Increase - produce may
appear more exclusive and
sales revenue could increase
- Decrease - compete better
with competitors, sales could
increase if it's more affordable
- Amount of money
received by a company
for their product
- Product
- The product or service
offered to the customer
- Importance
- The product must be in demand
by consumers, otherwise they will
not buy it
- The product must be in demand
by consumers, otherwise they will
not buy it
- Alter to Enhance
Effectiveness
- Improve the apperance
- Introduce whole new product range
- Expand product range by
introducing new variations
- Improving the product will
retain existing customers
and attract new customers
- Improve the apperance
- The product or service
offered to the customer
- Place
- How the product is
taken from supplier to
customer, e.g. direct,
through wholesalers
etc.
- Importance
- Consumers should be able
to purchase products where
they expect to see them
- Consumers should be able
to purchase products where
they expect to see them
- Alter to Enhance Effectivenss
- Changing where the product is sold could encourage
more people to buy e.g. on-line, mail order etc.
- Changing where the product is sold could encourage
more people to buy e.g. on-line, mail order etc.
- How the product is
taken from supplier to
customer, e.g. direct,
through wholesalers
etc.
- Promotion
- How a business communicates with its
customers and makes them aware of their
product/service and encourages them to buy
- Importance
- It creates consumer awareness and
encourages them to buy
- It creates consumer awareness and
encourages them to buy
- Alter to Enhance Effectiveness
- Introduce advertising
- Introduce offers e.g. BOGOF
- Free samples
- Money off coupons
- Introduce advertising
- How a business communicates with its
customers and makes them aware of their
product/service and encourages them to buy
- Physical Environment
(Evidence)
- The ambience, mood or physical
presentation of the environment
- Importance
- Published customer feedback can reinforce
the businesses claims of good service
- Surroundings may convince customer to
purchase - true of services as there are
no physical attributes to a service (at end
of service - there will be an outcome)
- Published customer feedback can reinforce
the businesses claims of good service
- Alter to Enhance Effectiveness
- Buildings, equipment, signs, logos,
brochures, websites, uniforms etc. can
all be enhanced to encourage purchases
- Encourage customers to leave feedback
following any purchase - can be printed
on promotional literature etc.
- Buildings, equipment, signs, logos,
brochures, websites, uniforms etc. can
all be enhanced to encourage purchases
- The ambience, mood or physical
presentation of the environment
- People
- Anyone who comes into contact
with the customers - can have a
positive or negative effect
- Importance
- Customer experience will leave a lasting
impact - inefficient employees will create
a bad reputation, lower sales & profits etc.
- Customer experience will leave a lasting
impact - inefficient employees will create
a bad reputation, lower sales & profits etc.
- Alter to Enhance Effectiveness
- (Corporate Culture) staff should be well
trained, knowledgeable about areas of their
work, and have good customer service skills
- (Corporate Culture) Good service
offered to customers is rewarded e.g.
service awards, staff newsletters etc.
- (Corporate Culture) staff should be well
trained, knowledgeable about areas of their
work, and have good customer service skills
- Anyone who comes into contact
with the customers - can have a
positive or negative effect
- Process
- The procedures, mechanisms and
flow of activities involved in giving
the service to the consumer
- Importance
- Following procedures ensures that a consistent level of
service is maintained - customers have a good experience
- Following procedures ensures that a consistent level of
service is maintained - customers have a good experience
- Alter to Enhance Effectiveness
- Procedures should be developed in relation
to greetings, waiting periods, booking systems
etc. - increase in customer satisfaction
- Procedures should be developed in relation
to greetings, waiting periods, booking systems
etc. - increase in customer satisfaction
- The procedures, mechanisms and
flow of activities involved in giving
the service to the consumer
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