Marketing kann als ein komplexer Prozess verstanden werden, der viele verschiedene Bereiche umfasst. Marketing ist ein ganzheitlicher Ansatz und eine bewusst am Markt orientierte Fuhrung des gesamten Unternehmens. Diese 4 Punkte werden auch als die 4P des Marketing bezeichnet, wegen der englischen Bezeichnungen Product, Price, Place Promotion. Speziell zum Thema Internet-Marketing haben wir eine angepasste Darstellung des Online-Marketing-Mix erstellt. Marketing ist ein strategischer Prozess und befasst sich mit der Planung, Koordination bzw. In unserem Marktpraxis Blog finden Sie weitere interessante Beitrage rund um Marketing und Internet.
Einen recht guten Einblick wie komplex und umfangreich das Thema Marketing ist erhalt man z. People are an essential ingredient in service provision; recruiting and training the right staff is required to create a competitive advantage. Staff require appropriate interpersonal skills, aptititude, and service knowledge in order to deliver a quality service. The Service Marketing Mix involves Product, Price, Place, Promotion, People, Process and Physical Evidence. To certain extent managing services are more complicated then managing products, products can be standardised, to standardise a service is more difficult as there it can be affected by factors outside the service providers control. To change the color of any specific shape of this matrix, just select that shape and use tools in Drawing Tools submenu. You can copy this slide to your existing slide, use CTRL+A shortcut to select everything and then copy it to your slide, but have in mind that color scheme may change. Marketing, advertising, service, communications, and business dynamics in general is undergoing incredible transformation.
Business and its supporting branches of information dissemination, connection, and contact, are no longer practical in the era of interactive media. In its sixth Communication and Public Relations Generally Accepted Practices (GAP) study produced by the Strategic and Public Relations Center at the USC Annenberg School for Communication & Journalism, it appeared as though a clear winner was crowned in the tug of war for social media governorship. If you believe the information contained within this study, PR is a clear beneficiary of the strategies and purse strings that drive corporate social media. The truth is that while we control the top down aspects of branding, it is the people who define our stature in social media today. So in the great debate as to social media ownership, for the time being, it appears as though it’s not created, but co-created. The socialization of media begets an approach that’s reverse engineered in order to affect the culture of our organization to inspire relevance in our markets and in turn, socialize the outbound efforts that connect products, services, and communications across every impacted branch of our business. A hybrid approach is required to ensure that engagement is focused and genuine in order to meet the needs and expectations of today’s social consumer. Social networks and the prevailing cultures within each foster interaction and reward active contributors with visibility and connectedness. The Four P’s represent the variables controlled by a marketing manager as dictated by the internal and external dynamics of the market ecosystem.


As content production and dissemination is democratized and influence is equalized accordingly, a new “P” is necessary to ensure the integrity of the existing 4 P’s. Werbung soll dazu beitragen, die begriffliche Gleichsetzung von Marketing und Werbung zu vermeiden und zu verdeutlichen, dass Marketing weit "mehr" als Werbung ist. In this article we look at how the marketing mix for marketing a service is different to the marketing mix for products. Customers make judgments about service provision and delivery based on the people representing your organisation.
Imagine you walk into Burger King and order a Whopper Meal and you get it delivered within 2 minutes. This slide is actually an matrix, there are four parts, one for every of 4 elements of marketing mix – product, promotion, price and place. The innovation transpiring across the board however, wasn’t ushered out of vision as much as it was pressured through the democratization of content and the equalization of influence.
A new philosophy and methodology is required to effectively shed the perpetual cycle of catching up to consumer behavior. According to the report, more than 25% of companies placed between 81 to 100 percent of budgetary control over social medias compared to only 12.6 percent going to marketing. But to say that it is the industry standard or even the right or only answer, is far from reality. As individuals in online networks earn prominence, it’s clear that their authority and influence is only expanding.
Originally, the 4 Ps were designed to create the perception of value in order to drive activity and in a positive and profitable direction.
Sie denken an Werbespots in Radio und Fernsehen, an bunte Plakate, Kataloge und Broschuren oder an Anzeigen in Magazinen und im Internet. Im Rahmen einer Marketingkonzeption, mussen vor der Wahl dieser Marketing-Instrumente, weitere Punkte geklart werden. Wie so oft gibt es naturlich eine Vielzahl an unterschiedlicher Marketingliteratur und Ansatze zur Beschreibung von Marketing und Marketing-Mix. Just like the marketing mix of a product the service marketing mix comprises of Product, Price, Place and Promotion. This is because people are one of the few elements of the service that customers can see and interact with.
The marketing mix for a service has additional elements because the characteristics of a service are different to the characteristics of a product. It’s full customizable, creating of an impressive presentation has never been easier. For help with your template you have a support section where you can ask any questions about the template you bought, we’ll answer within 12 hours.
Doing so will position us for prominence and influence to guide experiences, direction, and earn presence through not only traditional media, but also through the opinions, thoughts, and ultimately public validations of our influencers and influential consumers.
In addition, one quarter of respondents claimed that PR held strategic control over social media as a whole within their organizations and only 9 percent was bestowed upon marketing. While Public Relations may not operate with commercial motives, it doesn’t operate without its own bias and agenda.


As we’re learning, people and their actions and words, are now critical ingredients in business. Verkaufsforderung, Offentlichkeitsarbeit (Public Relation), Eventmanagement, Networking, etc.
Beschaffung, Auswertung und Interpretation von Daten bezuglich Markten, Wettbewerb, Zielgruppen usw.
How ever as a service is not tangible the marketing mix for a service has three additional elements: People, Process and Physical Evidence. The praise received by the volunteers (games makers) for the London 2012 Olympics and Paralympics demonstrates the powerful effect people can create during service delivery.
Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal.
Physical evidence can be used to charge a premium price for a service and establish a positive experience. You can easily change the color scheme of these elements and we have already prepared 4 variations, ready to use. Doing so opens the doors to identify and apply specific value and resources to where it’s most critical and to specifically match capabilities with needs.
Therefore, a 360 approach is only complete through the integration of a fifth “P” to the marketing mix, people.
In the late 1940’s, Borden adopted the term in his teachings inspired by James Culliton who had described the marketing manager as a “mixer of ingredients.” Borden grouped the ingredients of the marketing mix in 13 parts, product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, fact finding and analysis.
Was sonst noch zu einem Marketingprozess dazu gehort, sehen Sie unter der Rubrik Marketingberatung. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. For example all hotels provide a bed to sleep on but one of the things affecting the price charged, is the condition of the room (physical evidence) holding the bed. A new skill set is required to effectively compete for attention, mindshare and ultimately affinity. This marketing template can be used for various purposes, from academic research to real business meetings and presentations. Hybrid Theory introduces a workforce of cross-breeds , experts who master an array of marketing artistry, social sciences such as psychology and sociology, creative vision, business dynamics, service, and communications.
For example if you walk into a restaurant you expect a clean and friendly environment, if the restaurant is smelly or dirty, customers are likely to walk out. These individuals do not displace the authorities in their respective disciplines, they simply extend their capabilities into new media and corresponding domains and markets.



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