The Prevailing Marketing Strategy Of The – Let me introduce you to my integrated marketing mix. It builds on the foundations of McCarthy’s product marketing mix and Booms & Bittner’s service marketing mix. Even if I sprinkle in the service-dominant logical view, that means removing the mix from the vendor-only view.
Following Coombs and Miles’ (2000) renaming of services, I call this ‘integration’. This means that instead of the service and the good being very different, they are the same. And things include marketing mix things that are not that important.
The Prevailing Marketing Strategy Of The
I’m still wondering if Booms & Bittner’s contribution to the marketing mix needs to be fine-tuned to include all the organizations the beneficiaries are involved with. That is, people (including artificial intelligence), systems and physical objects.
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The integration view corresponds to a continuous view of the service and the objects. and coordinates the goods and services with which beneficiaries integrate in pursuit of progress. In addition, active and passive progress is expected from the beneficiaries. And the importance of partnerships (or ecosystems).
(Product) The marketing mix is the set of activities and tools that marketers use to buy a product, a classic form of marketing.
Introduced by McCarthy, there are actually 4 Ps: Product, Price, Place and Promotion. Each P covers an area where decisions can be made to increase the product’s ability to sell. We have to start with the right product, we have to represent the right value through a pricing strategy, we have to decide how and where to sell it, and we have to advertise accordingly.
However, there is a perception that the 4Ps are not enough to create a service (and the service and goods may be very different). Booms & Bittner introduced another 3 P’s for creating a service marketing mix. And Kotler presented the 8th P’s to achieve the overall service sales mix shown in Figure 2.
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However, the 7/8Ps still pursue the logical thinking that dominates the product. As I think elsewhere, this is not a criticism. Instead, take a more advanced view of how to manage this service and leave comments on how we can do it better. And my revised view of values.
As you can see, we get the mixture shown in Figure 3. 4C+4P+3E Marketing Mix; But synthesis is easy to say!
So how do we get from Figure 1 to Figure 3? Well, let’s first examine the criticisms of the 4Ps.
I like Constantinides’ paper, “The Marketing Mix Revised: Towards 21st Century Marketing”. It collects reviews of the 4Ps from no less than 6 different marketing areas and tries to eliminate common problems identified.
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It covers the areas of consumer marketing, relationship marketing, service marketing, retail marketing, industrial marketing and marketing. And in the example shown in Figure 4, you can see how to display these ranges.
Some of the weaknesses of the 4Ps identified in the study are typical of the field: ignoring the human factor, lack of a strategic dimension, risk-taking attitude and lack of cooperation. However, two limitations seem to be common to all categories reviewed: the internal nature of the model and the lack of personalization. Constantinides, E (2016) ‘The Marketing Mix Revisited: Towards the End of the 21st Century’.
“Constantines reasons that this mix is internal because it has its roots in the American manufacturing industry of the 1960s, when manufacturers paid more attention to the voice and needs of customers than they do today.”
“Instead of managing the processes defined by the 4Ps, managers should focus on things that emphasize customer value and build market-oriented, flexible and innovative organizations, constantly innovating and adapting to rapidly changing market conditions.”
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This fits well with my idea of value (and what it actually means). Instead of defining products by features, we need to find offers that help beneficiaries progress in certain areas of their lives. And this progress can be effective (to-do, barrier to discovery) or ineffective (safe, cheap, self-satisfying, etc.).
From the service-driven way of thinking, we know that value is always created together. So the lack of commitment and orientation of the beneficiaries does not help. Communication today is a two-way street, whether you like it or not. For example, customer reviews on platforms such as Amazon or TripAdvisor. Or customers are actively commenting on social media – on your pages or elsewhere.
Likewise, Constantinides points out why the 4P’s roots in the mass-based manufacturing sector lack personalization. But “significant changes in consumer behavior (personalization, decline in popular brands, price trends, increasing technology, etc.) have weakened the effectiveness of one-way, impersonal communication and mass marketing methods.”
From the logic governing the service, we know that the definition of value is different and the beneficiary is different. The change in consumer behavior is therefore unexpected as we move from the age of mass production to the age of service.
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Here’s Constantinides: “The quality of the personal relationship between seller and buyer and effective customer retention are becoming essential components of commercial performance in any market, consumer or institution”.
Latterbourne wrote a brief note – “The new marketing litany; Go through the four P’s; C-Words Take Over” suggests replacing the 4Ps with the 4 Cs (which are seen as outdated). You can see a comparison of the two views in Figure 5.
(But be careful not to confuse these 4Cs with the 4Cs of marketing communications: Clarity, Credibility, Consistency, and Competitiveness – found in Jabber and Fahy’s “Basics of Marketing”).
According to a 2018 CB Insights report, 42% of startups fail due to a lack of market demand. We must ensure that the products meet the user’s needs! Click to tweet
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Take Nokia for example. Nokia has spent the last few years making many different types of phones in their cell phone lineup. But no one knows that the customer expects something different. Another, more extreme example is the failed startup Juicero. Perhaps seeing the success of Nespresso, they introduced a $400 device that provided pre-packaged fruit bags as a juicing service. The product and the service are almost identical! In fact, in a 2018 CB Insights report, we see that 42% of startups fail due to a lack of market demand for the product.
The challenge is to think of products as a quality group (and marketing classes, not mistakenly, teach this as well). Latterbourne thinks we’re misunderstanding the message. Features are great, but what if the customer doesn’t need them? To address this issue, Latterbourne suggested that the product be rebranded more clearly to meet customer needs. To keep our focus. I immediately suggest that we move on.
Price isn’t the only thing consumers consider before making a purchase, Latterbourne said. This is just a part. For example, if they invest in an ecosystem of products, I’m more likely to buy from that ecosystem. I have additional costs with the exchange. Or maybe they see it as a reduced cost of living.
Therefore, the question of marketing is not just a pricing strategy. We need to reduce the cost of the spread or make it more valuable to the recipient.
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The 4Ps point of view is about getting the product into the hands of the consumer. The 4Cs of luxury focus on the quality of the experience. How easy it is for your customer to buy the product. This concept is part of the 4 Ps position, but it is hidden.
Better withdrawals for ease of use reflect what today’s consumers do. And the pricing section of my 4Ps article goes back to the words I said at the beginning at Woolworths: “I’m the worst salesperson in the world, so I have to make it easy for people to buy”.
The original 4P promotion guides us in what we can do to get our message to the consumer. But today’s world is full of more informed consumers, better market ideas and social media. One-way communication does not work. Even if you don’t create a feedback loop, your beneficiaries will use consumer websites (like TrustPilot) or intermediaries like Amazon to send feedback. This leads to the destruction of value
. For confirmation, you need two contacts with customers. We receive feedback through communication. And we can use feedback to change our message.
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This also corresponds to a service-first view, where the original view, when we mis-define the services associated with an object, is not the best way to see the world. For example, the term “flexible” should be understood as customization.
So those are the 4 C’s and I prefer using them over the original 4 P’s. But with an update.
, can be further developed in connection with our improved value proposition. This means that we need to talk about the progress – active and inactive – that the beneficiary wants to make. So I change it back to P. But P. is a presentation of a service-first approach to value – progress.
With some effort to improve. And it can all be different. That way
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