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Whilst there is no absolute agreement on the specific content of a marketing communications mix, there are many promotions elements that are often included such as sales, advertising, sales promotion, public relations, direct marketing, online communications and personal selling. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.There are many examples of physical evidence, including some of the following buildings, equipment, signs and logos, annual accounts and business reports, brochures, your website, and even your business cards. There are a number of perceptions of the concept of process within the business and marketing literature.
The Product Life Cycle (PLC) is based upon the biological life cycle.
For example, a seed is planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as it becomes an adult (maturity); after a long period as an adult the plant begins to shrink and die out (decline).
Originally comprised of 4 key categories known as (product, place, price and promotion), it lays out the foundation needed for marketers to determine a brand’s place within the market, and build out the best marketing strategies from there.
The marketing mix, now more than ever, is rooted in a deep understanding of your target audience.
The explosion of digital and the rapid rate at which consumer trends now change has transformed the face of marketing.
This has spurred the creation of an extended 7 (and even 8) “P” system, founded on a deeper understanding of the consumer processes and the trends that shape their behaviors, attitudes and perceptions. The product’s price should reflect the attributes of your target market as best as possible, pitched at the right level, but still turning a profit.This will depend on factors including market share and competition.This is all about developing the messaging – being able to communicate what your brand and product does and present it in the most effective way.It could take the form of products, brochures, information pages, or even PDFs, with the main goal of supplementing the psychological evidence that the brand exists with something tangible.The more relevant, personal and exciting the better.Use of the gym equipment, classes and facilities, taking a ‘no frills’ approach.The equipment is basic but plentiful, making the time spent in the gym practical and efficient for customers with little ‘extra’ incentive to do anything other than exercise.The marketing mix is also called the 4Ps and the 7Ps. The services marketing mix is also called the 7Ps and includes the addition of process, people and physical evidence. Click on the links to go to the lesson on each element. The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour.Employing the right people is essential because they shape your brand, and its product offering.This element covers the interface between the business and consumer and how they deal with each other at every stage of your service.