A marketing mix
A marketing mix is a set of strategies used by businesses to accomplish their marketing goals in a specific region. It is made up of the seven Ps of marketing: product, price, advertising, location, individuals, method, and physical proof (Siguaw & Judy A, 129-133). This discussion would go deeply into workplace promotion, placement, business policy, and preparation.
Position in the marketing mix
In the marketing mix, the word position refers to a geographic area where a company does operations or the sales networks used to enter markets. This ensures that the brands should be available to consumers everywhere they prefer to buy. An organization's delivery networks decide its location. Distribution can be regarded as the real key to success in business-to-business marketing.
Physical distribution method
The aim of the physical distribution method is to get products from their point of production to the consumer effectively and efficiently. The product must fit the consumer’s needs and arrive in good condition. Physical distribution has to do with transportation methods while distribution strategy decisions have to do with the outlets that ought to be used for the products. With transportation methods, one should consider the perishability of products and the cost of transportation. The quicker the transportation method such as using flight, the more expensive it is.
Transportation methods and channels of distribution
Transportation methods are also affected by the channel of distribution used. The channel of distribution can consist of producer, agents or brokers, wholesalers, retailers and customers. It can vary and can consist of all the channels or a few. For my supply chain company, I would plan carefully the transportation methods and the channels of distribution to use based on cost and convenience of the methods. I would consider using the method that will not bring waste to perishable products and also the most convenient to cutting cost of distribution (Huang & Rong, 113-132).
Promotion
Promotion in marketing mix entails communicating the organization’s messages to the public through the tools of communication. These tools include; advertising, PR, personal selling and sales promotion. For communication to be effective, it requires the active participation of both the receiver and the sender. Effective marketing communication is developed by following the six stage process which includes; identifying the target audience, determining the response sought, choosing the message to communicate, choosing the channel of communication, selecting the source’s attributes and collecting feedback. Communicating organizations message is always expensive and this calls for the message to be comprehensible by following the AIDA approach. AIDA is an acronym that stands for; Attention, Interest, Desire and Action. For my supply chain company, I would use the promotional mix tools that will best bring out the AIDA approach for the message that is being communicated to the customers. Since communication is expensive, I would make sure that the message is comprehensible by the target audience (Huang & Rong, 113-132).
Marketing strategy and planning
Marketing strategy entails on where the organization wants to be in the short or long term. The decisions and tactics are the methods that are used to get the organization where it wants to be. Marketing planning process consists of; objective setting, marketing audit and tactical planning. For my supply chain market, I would use the marketing plan and strategies to find out; market to be in, our strengths and weaknesses, our long and short term goals, what the competitors will do in response to the market and the sufficiency of our resources to meet our goals (Bull & Joseph William, 99-111).
Conclusion
Promotion and place as part of the marketing mix, will help in making sure that we use the right tools and methods to reach our customers. In terms of promotion, the message must be comprehensible and the right tools of communication should be used. As for place, the transportation and distribution methods used should be efficient and cost effective. Marketing strategy and planning should also be implemented in order to collect data from the target market as well as finding out ways of achieving organizational goals that have been have been put in place.
Works Cited
Brassington, Frances, and Stephen Pettitt. Essentials of marketing. Pearson education, 2007.
Siguaw, Judy A., and Penny M. Simpson. “A marketing plan for marketing instruction: A satirical look at student comments.” Creating and Delivering Value in Marketing. Springer, Cham, 2015. 129-133.
Huang, Rong, and Emine Sarigöllü. “How brand awareness relates to market outcome, brand equity, and the marketing mix.” Fashion Branding and Consumer Behaviors. Springer New York, 2014. 113-132.
Bull, Joseph William, et al. “Strengths, weaknesses, opportunities and threats: A SWOT analysis of the ecosystem services framework.” Ecosystem services 17 (2016): 99-111.
