Understanding of Marketing Mix or Marketing Mix
Marketing mix or marketing mix is a set of elements - marketing elements that can be controlled by the company and used to achieve objectives in the target market.
Definition of marketing mix according to Kotler is a tool - a marketing tool used by companies to convince the marketing object or the intended target market. While understanding the marketing mix according to Stanton (1978) is a combination of four variables or activities that constitute the core of the company's marketing system, namely product, price, promotion and distribution systems. The series of four variable is called jgua as an element - an element of the marketing mix.
Elements of Marketing Mix
The circuit element - the element of the marketing mix or marketing mix variables is also known as the 4 P 4 P which is an element of the marketing mix stands Product (product), Price (the price), Place (place), and Promotion (promotion).
The four elements of the marketing mix that is continuously used as a complete marketing strategy. This also allows a company to succeed in memasrkan products because it can deliver the right product, the price of a decent, affordable place and effective promotion.
Although elements of the marketing mix of the more popular are the 4 things, but new - there is also a recently added two more elements of the marketing mix, yakniPeople or person and Process or process of manufacture and delivery of produk.Berikut is an explanation of the four variables or existing marketing mix elements ,
Product (product)
Product is everything that can be offered in the market in order to satisfy the needs and desires of consumers. The product in question can be very broad, in the form of goods, services, experiences, events, places, people, property, information, organization, and also the idea. Basically, customers buy benefits and value of the products offered and instead buy goods or services.
Therefore, it is important in a marketing mix to understand product offering is based on its merits. This product offering according to Fandy Tjiptono (1997: 96) can be divided into five levels, namely:
a. Manfaaf core (core benefit)
This is the first level or the most basic level where these benefits are sesunguhkan this is sought by consumers or customers when they buy.
b. Basic products (basic product)
The basic product is a second stage in which marketers must be able to change this core benefits into basic products.
c. Expected product (expected product)
Products are expected to be a third stage in which a set of attributes dankondisi normally expected by the buyer.
d. Products with added value (augmented product)
Value-added products into the fourth level where marketers can provide things that exceed consumer expectations.
e. Potential product (potential product)
This is the fifth level of the potential product in which a provider of products and services can be looking for something that could surpass all expectations of customers with the aim of pleasing the customer and differentiate their offerings from the pesain lainnya.Price (price)
Price or the price of a certain amount of money to be paid by the consumer in order to obtain a product of interest. This price also become the most important element in the marketing mix after product. In addition, the price is also the one - the only element in the marketing mix that generates sales revenue.
While other elements, over the course fee. Decisions on these costs can include things such as price levels, price cuts, breaks, periods of marketing and advertising plans. Companies must be able to decide the right price for its product that also must be based on the quality of the product.
Place (place)
Place or place is associated with the distribution patterns do for marketing. Before manufacturers market their products, then it should have contained the planning of the distribution pattern will do. The important thing to be determined is the medium and distribution channel.
Intermediaries is the most important thing in this case since in all cases, they are associated with the consumer directly. In addition, the location is also influential in terms of distribution channels. Where location is crucial that consumers or customers can really - really getting its products.
Promotion (promotion)
Promotion is a wide range of activities undertaken separately kestimewaan offers products and persuade consumers that want to buy the products they offer. This promotion is a tool to introduce new goods and reminded the existence of an old goods to consumers for them to know, remember, loyal, and are also interested to buy it.
In terms of promotions, there are promotion variables is often called the marketing communications mix. The marketing communications mix menruut Kotler (1997: 604) covers the following points:
advertising
All forms of nonpersonal presentation and prmosi idea goods or services by the designated sponsor to obtain a fee.
Sales promotion
Ie, short-term incentives to encourage the desire to try or purchase of products and services company.
Public relations and publicity
Namely variety of programs designed to promote or protect the image of the company or individual products produced.
Personal selling
That is a direct interaction between one or more prospective buyers with the goal of making a sale.
Direct marketing
Namely direct marketing communications made to get a response from certain customers and potential customers. This can be done by mail, telephone and other nonpersonal interface.
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