กลยุทธ์ส่วนประสมทางการตลาด Marketing Mix Strategy

Marketing Mix Strategy

MarketingThonburi University

* (Marketing Mix)MarketingThonburi University

*4Ps and 4Cs of marketingProductPricePlacePromotionCustomer needs and wantsCost to the customerConvenienceCommunication4Ps4CsMarketingThonburi University

* (Product) - - - - - - 2 (Consumer Products) (Business Goods)

* (Convenience Goods)

(Shopping Goods)

(Specialty Goods)

(Unsought Goods)

*1. (Raw Materials)2. (Fabricating Materials and Parts)3. (Installation)4. (Accessory Equipment)5. (Operating Supplies)

*Potential ProductAugmented ProductExpected ProductTangible ProductCore Product (Product Component)

Tangible Product (Feature)(Quality)(Style) (Packaging) (Brand)*

*SellersservicesProductqualityPhysicalCharacteristicsof goodsSellersreputationPriceBrandPackagingDesignProductwarrantyColor

* (Product Mix) /

*Product Width or Product Breath

*

*

(Marketing Mix) 4 P : Product ,Price ,Place ,Promotion (Product) (Price) (Place) (Promotion)

P : Product Strategy : (Tangible Products) (Intangible Products)

(Brand) (Brand Image) (Brand Name) : (Brand Mark or Trade Mark) : (Brand)

Brand (Brand Equity) : :

Brand /Domain/Logo Brand Name Brand Mark Brand Mark LOGO

3

(Cost of Product)... Note :

Direct Sales / Personal SellingDemonstrationDescriptionDirection

e-Mail Marketing

Computer Exhibition

Software Retail Store

e-Commerce / e-Retail Store

e-Commerce (e-Marketplace)Tarad.comSoftware.com

All Marketing CommunicationsAdvertisingDirect responsePersonal sellingEvents/SponsorshipSales promotionsCustomer serviceE-commercePackagingPublic Relations

Offline Advertising / Print AdPoster , Leaflet , Brochure

Offline Ad / Billboard

Below the line / Event & Exhibition

Software Seminar

Vinyl / X-Stand / Roll-up Stand

Offline / Personal Selling / PG

Sales Promotion ( )

Online (e-Advertising and Search agent)

Online (e-Advertising and Search agent)

Affiliate Program Pay Per Sale Source Code

MK201 Principles of Marketing**