The marketing mix (4, 7, 9)

The marketing mix is one of the most famous marketing terms. The marketing mix is the tactical or operational part of a marketing plan. The marketing mix is also called the 4Ps and the 7Ps. The 4Ps are price, place, product and promotion. The services marketing mix is also called the 7Ps and includes the addition of process, people and physical evidence.

The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!

It is the same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.

Another way to think about the marketing mix is to use the image of an artist's palette. The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour. Every hand painted picture is original in some way, as is every marketing mix. Let’s look at the elements of the marketing mix in more detail.

Physical Evidence is the material part of a service. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following buildings, equipment, signs and logos, annual accounts and business reports, brochures, your website, and even your business cards.

People are the most important element of any service or experience. Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.

There are a number of perceptions of the concept of process within the business and marketing literature. Some see processes as a means to achieve an outcome, for example - to achieve a 30% market share a company implements a marketing planning process. However in reality it is more about the customer interface between the business and consumer and how they deal with each other in a series of steps in stages, i.e. throughout the process

9P

PRODUUCT — ПРОДУКТ
PRICE — ЦЕНА
PLACE — МЕСТО (место продажи или канал сбыта)
PROMOTION — ПРОДВИЖЕНИЕ

В различных ситуациях и отраслях встречаются следующие расширения:
PACKAGE — УПАКОВКА
PURCHASE — ПОКУПКА (процесс принятия решения о конкретной покупке и опыт после)
PEOPLE — КЛИЕНТЫ (VIP-клиенты, конкретные персоны)
PERSONNEL — ПЕРСОНАЛ
PROCESS — ПРОЦЕСС, ОПЫТ ПОКУПАТЕЛЯ (например, визит в гипермаркет, требующий целого дня)

Creative Writing (MA)

Birkbeck University of London
This programme seeks to develop your confidence, sensitivity and discernment in the analysis of your own and fellow students’ work, along with greater critical understanding of contemporary literary developments and the place of your own writing within them. It also trains you to a professional level in editing your own and others' creative work and provides a practical understanding of publishing and producing imaginative work within the creative industries. It allows you to develop, under expert supervision, a creative writing project of your choice.

1) MA is fiction-focused, with some provision for life writing, poetry, playwriting and screenwriting
2) Location: Central London
3) They offer a small number of bursaries to help with the cost of tuition fees:
MA Creative Writing Bursaries: Up to 10 bursaries of up to £1500 each for excellent students admitted onto the programme and who demonstrate financial hardship.
Sophie Warne Fellowships: One fee remission award of £3500 for an outstanding student admitted onto the MA Creative Writing.
4) Access to the library at Senate House and the British Library, as well as Birkbeck’s own library to see rare manuscripts
5) Cost:  Part-time overseas students: £ 7225 pa
Full-time overseas students: £ 13950 pa

If English is not your first language, an IELTS score of 7.0 or equivalent is required.

University of Wales Trinity Saint David
1)These programmes are designed for committed writers who wish to complete significant pieces of work and generally broaden their experience as writers.
2)Location: With national parks, country parks, designated areas of outstanding beauty, clean rivers and beaches, west Wales is a favourite with those who enjoy the outdoors.
3)There are no examinations. All modules are assessed by original creative assignments supported by reflective and developmental material: logs, journals, treatments, reviews proposals. The Creative Project is provides the opportunity for students to develop a substantial piece of work to publishable standard.
4) Cost: about £ 7500

Marketing idea of sprite

Sprite is a colorless, lemon-lime flavored, caffeine-free soft drink, created by the Coca-Cola Company.
"Image is nothing.
Thirst is everything.
Obey your thirst."
This famous advertising slogan is so well known that it has entered our everyday language and used as a quote or quotation. This famous and familiar advertising slogan is now seen as a clever saying and catchword used as a motto and catchphrase to identify the brand.
All advertising campaigns and marketing strategies of Sprit focus on young people.

Utility of hair straightener

Hair straightener is a hair styling tool that straightens the hair to give it the smooth and sleek results.
Lets take for example GHD hair straightener
Form utility: Ceramic heaters, New generation styling technology Unique and patented tri-zone™ technology uses six quick-thinking sensors (three on each plate) to ensure no heat loss during styling and a constant temperature is maintained in every stroke
Place utility: we can buy this product only through the internet-shops or through professional distributors.
Time utility: internet-shops work 24-hours a day
Possession utility: you can pay it by credit-card
Information utility: GHD have web site where they provide detailed information about their company and their products for customers

real daddy can do anything

Meat-packing plant «Ostankino» released a continuation of the advertising series that real dad can do anything. The new promotional video develops a successful image series. Mysterious dad first appears in the frame, opening their unexpected side - the ability of a steep carrier.

Funny advertisement for the Siberian restaurant of Japanese cuisine

21 the ad with a duration of 5 seconds were gathered into a single video to YouTube. Each of them represents a humorous interpretation of well-known domestic songs in the themes of the sushi. Sounds very unusual!

The Nikon Coolpix S60 camera

The Nikon Coolpix S60 camera, launched in 2008, comes with Face Priority AF, Nikon’s face-finding technology that quickly finds and focuses on up to 12 faces in a group portrait. This award-winning print advertising campaign from Singapore provides a clever interpretation of how that feature might come in handy, with Hotel, Voyeurs and Explorer.

LOT Polish Airlines welcomes the Dreamliners to its fleet with a new image campaign

The quick and unexpected success of OLT Express airline in the domestic market (unfortunately it has just ended with a bunkruptcy of OLT ) forced LOT Polish Airlines, the flag carrier of Poland, to launch its first major image campaign in years.
The airlines is awaiting the delivery of the brand new Boeing 787s – the so-called “Dreamliners” – and it shall be the first European airline to have these aircrafts in October 2012. The beautiful TV spot that premiered in May 2012 introduced LOT’s new brand claim: Our horizon is future.
The TV and cinema campaign is supported with print campaign – the ads bear a somewhat surprising headline: The Most Modern Airline in Europe. In fact LOT has recently replaced some of its older aircrafts used for European routes and thus now it can communicate that its fleet that operates these routes is the most modern – the average age of its European fleet being below 5 years.

Alice is lured to Wonderland to taste the new Redd’s Cranberry beer

Redd’s – the popular fruit-flavoured beer targeted to women in Poland – has just added a new limited edition cranberry flavour to boost sales during the crucial summer season. The newly-launched Redd’s Cranberry is the 4th compliment to the standard Redd’s range which consists of: Redd’s Apple, Redd’s Sun (tropical fruit) and Red’s Red (raspberry) – the cranberry variant is packaged in black cans and thus the accompanying slogan: Black but Red.
The Redd’s Cranberry launch campaign is the second installment of Redd’s new advertising format that was introduced last year under the tagline: Curiosity – the first step to Redd’s. The TV spot is a beautifully surreal dream sequence that skillfully employs the imagery associated with the famous novel Alice’s Adventures in Wonderland. The heroine is attracted by a mysterious man wearing a White Rabbit’s mask and falls down a Rabbit Hole while following him…
As in the last year’s campaign, the girl is tempted to drink Redd’s beer and obviously she isn’t able to resist her curiosity. After tasting the Redd’s Cranberry a lavishly decadent party begins and the girl discovers that behind the White Rabbit mask there’s a pretty handsome guy…
… Thus the brand’s promise has been nicely accomplished – the girl’s curiosity led to her first tasting of the new Redd’s Cranberry, but it may have also initiated a romance. The campaign combines TV advertising with online activities that are centered around Redd’s Facebook fanpage (over 176 000 followers) and its minisite: http://www.redds.pl.