Define 'marketing'!
Understanding ‘marketing’ is the first step to improve marketing and create unbeatable strategy.
You've found marketing experts who not only live and breathe the science of marketing, but also apply sophisticated brand management strategies, marketing tools, and proven analytic methodology to make sure your company builds and maintains a sustainable competitive advantage, arguably the best marketing consultants to have on your side.
Even extremely capable marketing executives don't understand the varying functions with marketing management, that there a four levels of marketing...
When you get the marketing input of highly trained experts, not only does it empower you at the highest level of management, but also flows down into all levels of marketing activity... massively increasing your business efficiency and return on equity.
4 P's of marketing? 5 P's of marketing? 6 P's of marketing? 7 P's of marketing? 8 P's of marketing? ...Try 12 P's of marketing!
Ask anyone who has studied 'marketing' and you'll usually find a basic definition is management of the "marketing mix" of PRICE, PROMOTION, PRODUCT & PLACE.
More sophisticated marketing experts include PEOPLE and PROCESSES as the 5th and 6th P's of Marketing.
The 7th "P", PHYSICAL EVIDENCE, was originally recognised to deal specifically with marketing of services. For example, where no real way of judging the quality of the product exists, perceptual reinforcement comes to play in buying decisions, such as an expensive and well-designed foyer might be the crucial consistent factor in buyers' decision making in selecting an advertising agency, an accounting firm, or a legal practice.
However, the principle can be extended to all industries... in FMCG we promote "Packaging" as the 7th "P"... the perception it creates being so significant in point-of-purchase evaluation. In some industries, the 7th "P" is better thought of in terms of "Positioning".
For on-line needs - look to give reflective imagery on your web site to match the positioning of your product... cheap product should have basic design attributes ... premium product should be displayed with creative excellence, serious products a serious theme, fun products with good humour and cheer, etc.
As for the 8th "P", larger companies have accepted significance of POLITICS... politely coined "Organisational Behaviour" in some circles... if you can't play the politics, even the best marketing plan can be "white-anted" by destructive 'political' agenda.
The real science of marketing goes far beyond the understanding of the best mix and management of these P's of marketing... let us show you, how far you can go.
Kotler's Four Strategic "P's" of Marketing
Philip Kotler, noted academic leader famous for his Principles of Marketing, describes what he calls Four Strategic "P's" of Marketing...
- Probing, scientific research and analysis
- Partitioning, sophisticated cluster and treatment identification
- Prioritising, disciplined ranking of clusters, AND
- Positioning, pin-pointing competitive segment strategies, in his words, avoiding "mess marketing".
We've applied these theories into a working model, a proprietary process we call "Customer Value Management": Click here for more information.
If YOUR marketing is not quite perfect...
Launch Engineering can help you embrace the 12 P's of Marketing to commercially improve results... challenge LE by asking for its performance-based fee option, Contact us NOW!
