For undergraduate Advertising and Integrated Marketing Communication courses. Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.
Promotion Information to Customer Before discussing about these Ps, one must note that all the Ps is interrelated.
A decision to make change in one of them affects the rest. Suppose the company wants to launch low- priced product, the promotion has to follow suit and the same channels where premium products are sold cannot be used to provide access to this segment of customers.
Second, each element of marketing mix contains countless variables. Third, the 4Ps of marketing have been the key areas where marketing managers allocate scarce corporate resources to achieve the business objectives.
Fourth, to show the differences between services and physical products, Booms and Bitner suggested the extension of the 4Ps framework to include three additional factors: People, Physical evidence and Process. Services have unique characteristics: Fifth, we are considered of the view that whether it is products marketing or services marketing, marketing mix must include all the 7Ps.
Finally, the marketing mix will vary from industry to industry and organisation to organisation because of different offerings.
Now we shall discuss them one by one. The Product 1st P: Before we get into finer details about the product, it would be better to know what a product is.
In its widest sense every offering that is being marketed can be called a product. Thus, not only a fridge, but fixed deposit facilities provided by a bank, lunch at a restaurant, polio vaccination campaign of UP Government, and promoting Jaisalmer during winters are all products.
A product may be either tangible like this bookor intangible telecom services. A product is a bundle of benefits which may be functional car for transportationsocial status to own a carand psychological a security that I can always move due to car.
A product offering has three independent elements Kotler et al call it as 5 product levels. The first level is the core product — consisting of core benefit a fundamental benefit — a tyre for a car. The second level comprises of supplemental features Kotler calls them as expected and augmented product levels.
For a midway restaurant between Delhi and Jaipur, one expects clean wash rooms. Supplemental features add value to the core benefit in the form of TV, different kind of foods, free drinking water, bar, shopping arcade, lawns, fountains, etc.
For a tyre, supplemental products mean installation, delivery, training, financing, replacement, etc. Products can be consumer products and business products. Consumer goods can be classified as fast moving soap, shampoo, etc.
Business products may be classified into installations large machines ; accessory equipment calculators ; raw materials corn flour for soup powder making ; component parts mouse for a personal computer ; process material cardamom for sweetsMaintenance, Repairs, and operating items detergents for cleaning factory floors ; and Business services Speed Post.
A single product is known as a product item. Closely related product items are referred as product line. Cinthol soap is a product item of the Soaps product line of Godrej Consumer Products Limited, as the product line Group of closely related products includes Godrej No.Our Integrated Marketing Communications PowerPoint template comprises of 10 editable slides which depict the topic in the finest detail possible.
The process of branding is very important in business and you can rely upon this template to explain this topic to your team members or the prospective audience effectively%.
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Each subsidiary within the business segments is, with some exceptions, managed by citizens of the country where it is located. Physical Evidence; The Johnson & Johnson Headquarters is located at One Johnson & Johnson Plaza, New Brunswick, New Jersey.
the overall business plan ties to senior management's objectives and that management determines that the appropriate resources are utilized to meet those objectives Downside details necessary to.
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