Strategic and tactical implications

The marketing mix has both strategic and tactical implications. In the longer term, the organization is attempting to create advantageous positions in its various markets, taking into account the need to generate returns for stakeholders and the impact of broad-scale elements, as well as the strategic intentions of competitors. In the short term, the elements will be used to respond to detailed movements in the market (such as changing customer needs and competitor activities), and to gain tactical advantage. An example is given in the table:

Mix element	Tactical issues	Strategic issues
Product/service	Detailed modifications	New product development
Price	Minor adjustments	Shareholder value
Promotion	Positioning/branding	Brand building
Distribution (place)	Channel management	Logistics and channel strategy
People	Day-to-day management	Recruitment and training
Processes	Process management	Systems development
Physical evidence	Attention to detail (e.g. cleanliness)	Design and control of overall physical appearance

The allocation of resources to the mix elements should be determined by the contribution that each element is expected to make to the achievement of marketing objectives.

Exercise 9. Read the text once again and express the contents of every passage in one sentence.

Exercise 10. Fill in the gaps in this passage with the words under the line; learn the new words to expand vocabulary on the topic.

The four P-s

1. There are four principal main factors that provide the most effective choice for the customer – they are product, price, place and …. The owner of the company that produces transportation equipment could produce a luxury car, van, truck and….The products can be different, but they all belong to one class – … equipment. All these types can satisfy the … of different customers. Place, in its turn, includes location of production and ….

motorcycles, promotion, distribution, transportation, needs

2. Promotion includes all types of marketing …. It can be advertising, direct mail, customer service, special event or ….They say that promotion is the most complex … because it includes many aspects. It is how to …and divide your market according to the type of product, its price and where it will be sold. The most controllable of all factors is….All products have their own product life… that includes introduction, growth, maturity and decline.

free gifts, cycle, select, communication, product,

Exercise 11. Make the presentation of the marketing mix analysis for your company.

Exercise 12. Write a letter to your friend who is conducting marketing mix analysis for the company; tell him what kind of analysis it is.

Exercise 13. Read the claim and write your own one. Remember:

Дата добавления: 2015-11-14