Mix-marketing

The plane of marchéage or political of marchéage or marketing mix in English indicates the coherent whole of decisions relating to the policies of product, price, distribution and communication of a product or a mark.

Preliminary steps

The steps preliminary to the definition of marketing mix are the definition of the request, the market segmentation and the targeting within the segmentation. Thus marketing mix is normally different for each targeted segment.

Four fields of a policy of marchéage

The plan of marchéage is based on the rule known as of the 4 P , these four policies in the broad sense define the product and its commercial implications in the plan:

Product : the policy produced (Product range, depth of range, width of range, etc)
Price : the policy of Price (ex: creaming, penetration, Price of acceptability, Profitability etc)
Place : the policy of Distribution (network and channels of Distribution, force of Sale, commercial Positioning)
Promotion : the policy of Communication (Publicity, Promotion, team of sale and public relations)

Operational result: the marketing plan

When the actions concerning these four fields are

programmed for a given duration (for example one year),
quantified (budgets, objectives of results)
with their detail by products, segments of customers and units of the company,
and a clarification of the affected means and corresponding actions of ground,

One leads to the Plan marketing of the period considered

The particular case of the services

The legitimacy of the model of the 4P nevertheless is called into question concerning the services because it appears insufficient. This is why authors, in particular Berry (1985), Eigler Langeard (1987) or C. Lovelock (1996) developed a new model. This one takes account of specificities of the servuction (creation of a service) which is intangibility, but also the heterogeneity and the perfectly perishable character of those. The model of the 7P adds, in addition to the four usual categories (product, price, place and promotion), the following ones:

Process : characterized by the interaction with the customer (ex: reception, council, schedules of opening etc).
People : capacities of the sales force (ex: presentation, formation, etc).
Physical obviousness or " Physical support" (physical support): material components of the store (ex: window, organization of rays etc), the service (ex: Annual report for an certified public accountant; statement of account, check-book, or bank card for a bank), or identifying the personnel, which makes integral part of the production for a service (ex: uniform or held of the personnel)

Some criticized the conceptual contribution from these 3 P insofar as the ideas that it represent can be included in the 4 P originals: the Process would be primarily a problem involved in the product, while People would be primarily related to the production, therefore with the product, or Sometimes with promotion, and Physical obviousness would be more or less compared to promotion.

See too

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