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The marketing mix comprises all elements that go into the plan for how to market a product or service.
John in the Marketing Department thinks we should be including more sales promotions in our marketing mix to entice customers to experience the service first hand.
The idea behind the term is that marketers mix all of the ingredients at their disposal in proportions to produce the desired response. Just as pastry should be either sweet or savory depending on what fills it, marketers may use such channels as social media more with some brands than with others. Since the 1960s, the mix for products has generally been associated with the four Ps: product, price, promotion, and place. When services are involved, it is generally expanded into the seven Ps to include also process, people, and physical evidence (proof the service was performed).
Marketingový mix sestává ze všech prvků, které tvoří plán marketingu produktu nebo služby.
John z marketingového oddělení si myslí, že bychom v našem marketingovém mixu měli zahrnout více podpory prodeje, abychom nalákali zákazníky, že si službu zkusí na vlastní kůži.
Myšlenkou, která stojí za tímto pojmem je to, že marketéři mixují všechny ingredience, které mají k dispozici, v takovém poměru, aby vyvolali požadovanou reakci. Stejně jako plněné pečivo by mělo mít buď sladké nebo slané těsto podle náplně, marketéři mohou používat určité kanály jako například sociální média u některých značek více než u jiných. Od 60. let 20. století byl mix pro produkty obvykle spojen s tzv. čtyřmi P: výrobkem, cenou, propagací a místem. Když jde o služby, obvykle se rozšiřuje na sedm P a zahrnuje také proces, lidi a fyzické doklady (důkaz, že služba byla provedena).
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English Editorial Services’ mission is to assist international businesses and organizations of all sizes to communicate clearly, correctly, and persuasively with their business partners and target audiences.
Simply subscribe to receive our Business Term of the Day at no charge to your inbox each business day, with explanation in English and Czech.
