According to palmer (2004; 576), â€œthe marketing mix refers to the choices available to a company or organization regarding the promotion or marketing of its product or services. Usually this process involves considerations regarding where the marketing will take place, the product or service, the customers, and the best way to carry out the promotion as a whole.â€ The marketing mix is not based on any theory, but on the need for marketing managers to breakdown their decision making into a number of identifiable and actionable headings. The familiar 4ps marketing mix, firmly based on the needs of the manufactured goods sector has given us the four familiar 4ps of product, ...view middle of the document...
It is used to attract targeted customers and increase sales of a business. The consultancy needs to understand the basics of promotion and how it plays a part in marketing. Promotion is very important for business because it helps target group find out about what the company has to offer. Promotion deals with advertising public relations and anything else that has to do with dealing with the public. Without promotion, the general public would not know about a company and sales would suffer the following are the tactics that the consultancy will use to promote its services;
Advertising; it is the most visible element of the promotion components. Is any paid form of non personal communications usually delivered through mass media by an identified sponsor. The consultancy will advertise heavily in television and radio. Also internet, cell phones and billboards will be used to advertise the services of the consultancy.
Sales promotion; it consists of short range tactics that are intended to achieve a specific objectives within a target market. The consultancy will
A key factor influencing the selection of a service provider is convenience. It is essential that product is available around. The consultancy will open some offices in different towns to make it convenient for customers to use their services. Place is concerned with various methods of transporting and storing goods, and then making them available for the target group. The consultancy will make sure there is no product or service in their offices so that the customers should not shift to another consultancy for the service or product. Online and internet based service will be offered by the consultancy which connects the audience with the consultancy representatives. The consultancy will operate in a convenient place where there is good infrastructure like tarred road where combis pass by.
Of all the aspects of the marketing mix, price is the one which creates sales revenue-all the others are costs. Price makes the product or service affordable to the target market and reflects the value of benefits. Pricing decisions at the point of a new product or...