The Marketing Mix (Extended) - Simon Atack
Summary
TLDRLe marketing mix est un modèle clé pour la stratégie de marketing, qui comprend les éléments de produit, prix, place, promotion, ainsi que les extensions de people, process et physical evidence. Ce modèle aide à déterminer la bonne offre, le bon prix, la bonne distribution et la bonne communication pour atteindre le marché cible. McDonald's est un exemple de la mise en œuvre réussie de ces principes, adaptant ses produits et ses stratégies de prix pour répondre aux besoins des consommateurs et aux particularités des marchés internationaux.
Takeaways
- 📈 Le marketing mix est un modèle basé sur la définition de marketing par McCarthy, qui comprend les éléments clés de produit, prix, place et promotion.
- 📦 L'extension du marketing mix ajoute trois nouveaux éléments : les personnes, le processus et les preuves physiques.
- 🛠 Le produit est défini par ses caractéristiques, comme la conception, la technologie, l'utilité, la commodité, la valeur, la qualité, l'emballage, la marque, les accessoires et les garanties.
- 💰 Les stratégies de prix incluent le prix sur coût, le prix guidé par le consommateur, le prix concurrentiel, la pénétration de marché, le skimming, le prix premium et l'économie.
- 📍 La place fait référence à la manière dont le produit ou le service est distribué et accessible pour la clientèle cible.
- 📣 La promotion englobe la communication sur le produit, l'publicité, les relations publiques, les parrainages, les promotions de vente, la vente personnelle, la correspondance, le contenu numérique et les réseaux sociaux.
- 👥 Les personnes concernées sont celles qui vendent et soutiennent le produit ou le service, offrant des conseils, un soutien client, un service après-vente et une assistance.
- 🔄 Le processus met en évidence l'efficacité des opérations qui mettent le produit ou le service aux mains du client.
- 🏢 Les preuves physiques sont les éléments qui prouvent le succès du marketing et de la présence du produit ou du service sur le marché, tels que l'emballage, les documents, les véhicules, les signes, les pages web, les meubles, les bâtiments et les distinctions.
- 🍔 McDonald's est un exemple de l'application du marketing mix, adaptant ses produits, ajustant ses prix, trouvant la bonne place, utilisant une variété de promotions, impliquant un grand nombre de personnes, optimisant les processus et fournissant des preuves physiques de son succès.
- 🎯 Les applications clés du marketing mix incluent la planification stratégique pour l'introduction de nouveaux produits ou services et l'analyse des lacunes ou des échecs dans le marché existant.
Q & A
Qu'est-ce que le marketing mix et à quoi sert-il?
-Le marketing mix est un modèle basé sur la définition courante du marketing qui comprend les éléments clés de produit, prix, place et promotion. Il est utilisé pour s'assurer que le produit ou service est présenté correctement sur le marché, en utilisant les bonnes stratégies de prix, de distribution et de communication, ainsi que d'autres éléments tels que les personnes impliquées, les processus et les preuves physiques.
Quels sont les éléments du marketing mix original?
-Les éléments du marketing mix original sont le produit, le prix, le lieu et la promotion.
Comment l'élément 'produit' du marketing mix est-il défini?
-Le produit est le bien ou service que vous offrez, incluant son design, la technologie, l'utilité, la commodité, la valeur, la qualité, ainsi que les aspects tels que l'emballage, la marque, les accessoires et les garanties.
Quels sont les différents types de定价 (prix) stratégies mentionnées dans le script?
-Les stratégies de定价 (prix) comprennent le定价 (prix) sur la base des coûts, le定价 (prix) dirigé par la consommation, le定价 (prix) concurrentiel, le定价 (prix) de pénétration, le定价 (prix) de prélèvement, le定价 (prix) de prestige et le定价 (prix) économique.
Comment le 'lieu' dans le marketing mix est-il défini?
-Le 'lieu' dans le marketing mix fait référence à la manière dont le produit ou service est trouvé et accessible par la base de clients cible, incluant la distribution à travers des détaillants, des magasins propriétaires, des ventes directes, des ventes en ligne, des plans de partie ou des commandes par correspondance.
Quels sont les éléments du marketing mix étendu?
-Les éléments du marketing mix étendu sont le produit, le prix, le lieu, la promotion, les personnes, les processus et les preuves physiques.
Comment McDonald's s'adapte-t-il aux évolutions des marchés dans le choix de ses produits?
-McDonald's s'adapte en proposant une gamme de options pour ses hamburgers, y compris des options pour les consommateurs à la recherche de viande plus responsable, d'emballage éthique et d'options plus saines.
Quelle est la stratégie de placement (distribution) de McDonald's?
-La stratégie de placement de McDonald's est de rendre ses burgers accessibles dans leurs restaurants McDonald's, mais aussi en utilisant le net et d'autres canaux de vente pour atteindre une clientèle plus large.
Comment McDonald's utilise-t-il la promotion pour communiquer avec ses clients potentiels?
-McDonald's utilise une variété de moyens pour communiquer, y compris la publicité, les relations publiques, les parrainages, les promotions de vente, la vente personnelle, la correspondance directe, le contenu numérique et les médias sociaux.
Quels sont les rôles des 'personnes' dans le marketing mix pour McDonald's?
-Les 'personnes' dans le marketing mix pour McDonald's incluent la gestion, le personnel administratif, le service client et les employés de première ligne qui aident à commercialiser et à soutenir leur produit ou service.
En quoi le 'processus' du marketing mix est-il important pour McDonald's?
-Le 'processus' est important pour McDonald's car il englobe l'ensemble des actions nécessaires pour que le produit ou service parvienne au client, y compris les assurances qualité et la gestion de la qualité, ce qui est essentiel pour le succès de McDonald's dans l'industrie de la restauration rapide.
Quels sont les exemples de 'preuves physiques' pour McDonald's?
-Les 'preuves physiques' pour McDonald's incluent l'emballage, les documents officiels, les notes de dispatch, la présence sur Internet, les pancartes de véhicules, les brochures, les uniformes, les bâtiments tels que les bureaux ou les sièges sociaux, et les prix qui reflètent le succès du produit ou du service.
Outlines
📚 Introduction to the Marketing Mix
This paragraph introduces the concept of the marketing mix, a model based on the definition of marketing by Philip Kotler and Kevin Lane Keller. It explains that marketing involves having the right product, in the right place, at the right price, and at the right time. The original model consists of four key elements: product, price, place, and promotion. The paragraph then transitions to discuss the extended marketing mix, which includes three additional elements: people, process, and physical evidence. Each element is briefly described, setting the stage for a more in-depth look at each component in the following paragraphs.
🌐 Application of the Extended Marketing Mix: McDonald's Case Study
This paragraph delves into the practical application of the extended marketing mix using McDonald's as a case study. It outlines how McDonald's adapts its product offerings, such as the introduction of a vegan hamburger, to meet evolving market demands. The paragraph discusses various pricing strategies McDonald's employs, including cost-plus, consumer-led, competitive, penetration, skimming, premium, and economy pricing. It also covers the placement strategies of McDonald's, emphasizing its widespread restaurant presence and online presence. Promotion tactics, including standardized and targeted promotions, are highlighted. The paragraph then moves on to discuss the people involved in McDonald's operations, the processes that ensure efficient service, and the physical evidence of the brand's success, such as restaurant design and the Big Mac index.
🔍 Utilizing the Marketing Mix for Strategic Planning and Gap Analysis
The final paragraph focuses on the strategic applications of the marketing mix. It explains how the model can be used for introducing new products or services into a market, or for analyzing the performance of existing offerings. The paragraph emphasizes the use of the marketing mix in gap analysis, where companies can identify areas of weakness or failure within each element of the mix and make necessary corrections. The summary underscores the importance of the marketing mix in ensuring that the right product is available in the right place, at the right price, and at the right time for maximum market success.
Mindmap
Keywords
💡Marketing Mix
💡Product
💡Price
💡Place
💡Promotion
💡People
💡Process
💡Physical Evidence
💡Extended Marketing Mix
💡Strategic Planning
💡Gap Analysis
Highlights
The marketing mix is a model based on the definition of marketing by McCarthy and Perreault, focusing on having the right product, in the right place, at the right price, and at the right time.
The original marketing mix consists of four key elements: product, price, place, and promotion.
The extended marketing mix adds three more elements: people, process, and physical evidence.
Product involves design, technology, usefulness, convenience, value, quality, packaging, branding, accessories, and warranties.
Pricing strategies include cost-plus, consumer-led, competitive, penetration, skimming, premium, and economy pricing.
Place refers to how the product or service is found and purchased by the target customer base, including various distribution channels.
Promotion encompasses advertising, public relations, sponsorship, sales promotion, personal selling, direct mail, digital content, and social media.
People are involved in selling and supporting the product or service, focusing on advice, sales support, customer service, and after-sales backup.
Process involves how the product or service gets to the customer and the management of successful processes, including quality assurance.
Physical evidence includes packaging, paperwork, signage, internet presence, brochures, uniforms, buildings, and awards reflecting the success of the product or service.
McDonald's is a prime example of the application of the extended marketing mix, with a range of products, international pricing strategies, and a strong presence in various markets.
McDonald's adapts its products to meet evolving market demands, such as offering healthier options and responsibly sourced meat.
The 7Ps model is used for strategic planning, gap analysis, and defining business strategy for successful market positioning.
The marketing mix ensures that the right product is available at the right place, price, and time, aligning with consumer needs and market trends.
Transcripts
hi this is Simon from a stick training
today
we're going to be talking about the
marketing mix so what is the marketing
mix the marketing mix is a model based
on commonly accepted definition of
marketing by ab kal kal burg and ross
which says that marketing is all about
having the right product in the right
place at the right price and at the
right time the original model have four
key elements product price place and
promotion this then evolved into a
larger model which is called the
extended marketing mix this has seven
key elements it has the original product
price place and promotion that also has
new elements of people process and
physical evidence so let's look at each
of these in turn first of all we have
product this is the product or service
that you provide and this is all about
what makes your product or service what
it is it's about design technology
usefulness convenience value quality
things such as packaging branding and
accessories and warranties we then have
price there are various different
approaches that you can take to pricing
your product or service you have cost
plus pricing this is where you take the
total costs of producing and getting
your product or service to your customer
and add a percentage markup you have
consumer-led pricing which is about
researching your target customer base
and prior to providing them with a
product or service that you would
consider they would find a fair price
you have competitive pricing which is
about supplying your product or service
at a price that is competitive with
other businesses that are supplying the
same product or service to your target
market you have penetration pricing
which is
you're looking to obtain market share in
a target marketplace and you enter with
a low price and then once you've
obtained that market share you rise your
prices then we have skimming this is
almost the opposite of penetration
pricing this is where you have a price
that's very high initially for your
product or service and then this reduces
over time it's commonly used by
technology companies who have high
initial investments in production costs
but then over time as there's greater
uptake on their product this reduces
with the product life cycle
we have premium pricing which is
obviously high pricing to reflect a
luxury good or brand and then we have
economy pricing such as cheap flights
next we have the place in terms of
elements in the marketing mix this is
how your product or service is found and
is able to be purchased by your target
customer base so you may have your
product available through wholesalers
you may have your products available
through your own store you may have
direct sales as a channel through which
you sell your product you may have
online sales things such as party plans
or make use of mail-order the next
element looks at promotion this is all
about how the customer finds out about
your product it's about advertising it
it's about public relations
it's about sponsorship things like sales
promotion personal selling Direct Mail
digital content and social media then we
have people these are the people who are
involved in selling and supporting your
product or service to the customer it's
about advice and sales support
it's about customer service it's about
after sales back up we then have process
this is all about looking at how
everything fits together how your
product or service actually gets to the
customer and how successful those
processes are managed this is where you
can look at Quality Assurance and
quality management then we have physical
evidence this is all about the evidence
that proves that your marketing is
successful and then your product and
service is definitely out there and
doing what it should this is about
packaging paperwork things like invoices
tickets
dispatch notes it's about vehicle
signage your presence on the internet
such as webpages furnishings brochures
uniforms buildings such as your offices
or headquarters and things such as
awards that reflect the success of your
product service and brand okay so there
we have it an overview of the extended
marketing mix but how is this actually
used in the real world well let's look
at a major global brand
McDonald's well known everywhere here we
have how the marketing mix looks for
McDonald's they have their products
obviously the core for most one among
them being vegan hamburger but they
don't just do a hamburger they do a
range of options with their hamburger
they do chicken burgers and as markets
evolve where we've got things such as
consumers now who are looking for more
responsibly sourced meat more ethically
packaged goods and more healthier
options McDonald's have also adapted
their products to match pricing
McDonald's obviously with their range of
products that they have they have
different prices they also work
internationally so they work with
multiple currencies and they will have
different pricing for the different
countries that they deal with and they
will work to
a range of different pricing models
placement you can obviously find
McDonald's burgers in there McDonald's
restaurants so they have a clear place
you can buy their product or service you
can also look at information on them on
the Internet in terms of promotion
McDonald's have a range of different
means with which they communicate about
their product and service to their
potential customer and they gear them to
different target markets we have the
standardized promotion so things like
their McDonald's arches we have the
logos on their clothes clearly evidenced
in the different restaurants that they
have you can see them on the internet
and find information about the company
there you've got special promotions
things like Happy Meals and the free
giveaways that they give with the happy
meals for children different toys that
change every so often we have different
promotions in terms of the meals that
they provide so you might have a special
option one week and then a different
option the next week they also advertise
free Wi-Fi within their restaurants for
business customers or customers who
would like to access the internet while
they're there so they have a balance of
different promotions to suit the needs
of their different target markets ok so
the next element that we look at is
people McDonald's have lots of different
people involved in the organization who
are helping to get their product or
service to to market these include
management administration staff and
frontline customer service and sales
staff the next element is process and
McDonald's our market leader at
processor engineering they make sure
that they have processes for producing
their product the hamburger they make
sure that they have processes that make
it easy for the customer to get access
to the food in the way they want they
are a fast food industry and with having
things such as the fast drive-thru
section that helps their customer get
food quickly they also have ways of
making payments faster as well for the
customer such as contactless which they
have introduced in most of their
branches so overall they have extremely
focused on efficient processes so the
next thing that we've got is physical
evidence and it's clear that McDonald's
are extremely successful in terms of
getting their products and service to
market we can clearly see that through
the restaurants that they have through
the people that serve in those
restaurants with the clear branding on
their clothes we can see that they've
been successful by the fact that their
organization is global by the fact it's
used in business case studies and also
by the fact that there is actually a Big
Mac index by which the cost of living in
different countries is judged by the
cost of a Big Mac in those countries so
there we have it that looks at the
application of the 7ps as to how they're
used in the real world with a global
market leader so what are the key
applications well the key applications
in terms of the certain P's are
generally for strategic planning so this
is where you're looking at introducing a
new product or service or maybe your
business that's looking to get into a
new marketplace you use it so that you
can analyze what product or service is
needed how you fit into that marketplace
what sort of place should you be
promoting your product or service in how
should you be getting it to the customer
if you look at all of the individual
elements of the marketing mix this helps
define your strategy in a much more
successful way you also have a use in
gap analysis so say you're an existing
company and you have a product or
service that isn't performing as you'd
like within the marketplace this is
where you can look at each element of
the marketing mix
and see if there is an area where you
have gaps or where things are failing
and it helps you to correct this okay so
there we have it
the extended marketing mix as an
overview and why do we want to have the
marketing mix so that we can make sure
that we have the right product in the
right place at the right price at the
right time there you have it the
marketing mix
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