Principles of marketing: Chapter 3 - Strategic and Marketing Planning presents The Marketing Mix, The Boston Consulting Group Matrix, The BCG Matrix, Product/Market Expansion Grid, Components of the Marketing Plan. | TS Nguy n Minh ð c PRINCIPLES OF MARKETING Chapter 3. Strategic and Marketing Planning Dr. NGUY N MINH ð C NONG LAM UNIVERSITY HCM CITY 1 Nguy n Minh ð c 2009 The Marketing Mix 2 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 1 TS Nguy n Minh ð c The Marketing Mix The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives 7Ps – Price, Product, Promotion, Place, People, Process, Physical Environment Traditional 4Ps extended to encompass growth of service industry 3 Nguy n Minh ð c 2009 Price 4 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 2 TS Nguy n Minh ð c Price Pricing Strategy Importance of: knowing the market elasticity keeping an eye on rivals Image copyright: 5 Nguy n Minh ð c 2009 Product 6 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 3 TS Nguy n Minh ð c Product Methods used to improve/differentiate the product and increase sales or target sales more effectively to gain a competitive advantage . Extension strategies Specialised versions New editions Improvements – real or otherwise! Changed packaging Technology, etc. 7 Image copyright: Nguy n Minh ð c 2009 Promotion 8 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c 2009 4 TS Nguy n Minh ð c Promotion Strategies to make the consumer aware of the existence of a product or service NOT just advertising 9 Nguy n Minh ð c 2009 Place 10 Lưu ý: Ch s d ng n i b cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm c m sao chép, upload, ph bi n t t c các hình th c Nguy n Minh ð c .
