![]() ![]() In this model, the core of any strategy is the customer instead of the product, bringing the concept in line with current ideals, where the customer needs to be listened to and understood by the brand. Physical evidence: premises, brand colours, accessories or advertising materials are physical elements that can alter the customer's perception of the brand, making it essential to take them into account too.Īs opposed to the 7 Ps, the 4 Cs model is a total rewrite of the 4 Ps of marketing.Only in this way can products or experiences be offered that address the customers' needs. Process: the optimisation of manufacturing or work processes is also essential in the world of marketing.So the right recruitment, training or conduct is essential in order to offer top-quality services. ![]() People: the members of a team are closely linked to the quality of the services.Bitner introduced the 7 Ps, which actually were three new "Ps" into the marketing mix concept, with a focus on the world of services. With the advent of new technologies, and thanks to various changes that have taken place, such as a new approach to the experience that is increasingly customer-focused rather than product-focused, the 4 Ps of marketing have evolved and new variables have been introduced into the mix: the 7 Ps, the 4 Cs and the 4 Es. In this case, it is essential to first clearly define the characteristics of the ideal client, to then choose the most appropriate promotional channels for the product in question.Įvolution of the 4 Ps of Marketing: the 7 Ps, the 4 Cs and the 4 Es To pick a channel, you need to consider where the target audience is, as this will help you enhance the performance of your campaigns (ROI). Traditional methods can be used, such as radio, TV, or billboards, as well as modern methods, such as web or social media ads, or using influencers. The last variable in the 4 Ps of marketing deals with all the promotion channels used to publicise a product. Either way, variables such as storage, processing time, shipping costs, distribution channels, transportation, etc., must all be taken into account, as all these elements will affect both the profit margin and customer satisfaction. So, the product or service might be sold through a physical store, an ecommerce or using marketplaces such as Udemy, Hotmart or Doméstika.įor this area, it is also important to consider whether the sales process is Business to Business (B2B) or Business to Customer (B2C). The point of sale or distribution is the means by which the product reaches the customer's hands. To do this, exhaustive market research needs to be conducted, in order to identify the sales price of similar products, find out about the purchasing power of any potential customers, and calculate the net profit you want to make. That's why it is essential to set a suitable sales price. This is a key question in any marketing process, because setting an inappropriate price can ruin most sales opportunities. the amount of money the customer will have to pay to purchase the product or service you are trying to sell. The second P in the 4 Ps of the marketing mix stands for price, i.e. Moreover, we should also define what added-value or differentiation it offers compared to competitors. It is fundamental to define what sort of product we want to sell, what features it has and what benefits it offers, as well as how it will meet the customer's needs. This consists of the tangible or intangible asset, i.e., the service, idea, etc., with which a company intends to address the needs of its potential customers. According to the 4 Ps marketing theory, the most important factor in any marketing strategy is the product.
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