THE MARKETING MIX

THE MARKETING MIX

1. Strategy comes from the word Latin "strategies" and that Greek "strategeia", which means "art to direct military operations"

   • Companies that have managed to evolve their marketing strategies to increase response Customer are very important for promotional campaigns.

2. The marketing strategy is used in Marketing to achieve company or unit objectives of business

   • According to Jerome McCarthy and William Perreault authors of "strategic planning of marketing "marketing strategy" is a type of strategy that defines a market objective and marketing mix related to he.
     • For Philip Kotler and Gary Armstrong author of Foundations of Marketing Marketing strategy is "the logic of marketing with the business unit hopes to achieve its marketing objectives, specific strategies for markets target positioning and spending levels
       • According to Laura Fischer and Jorge Espejo authors of "Marketing", the marketing strategy "includes the selection and market analysis the choice and study of the people who want to reach and creating and maintaining the mix marketing
   • Marketing strategy is a type of strategy in each business unit hopes to achieve your marketing goals:
     • Selecting the target market you want to reach
       • Defining the position trying to get into the mind of target customers
         • The choice of marketing mix or mix to address to satisfy the needs or desires of the target market
           • Determining the levels of marketing spending

3. Marketing strategies: Companies seek create shareholder value primarily from promotion, sales, improve margins of products and services to the markets in which the companies are involved.

   • Companies face major challenges in marketing of its products and services due to the market demand lower than the slowdown in economy and the growing and intense competition that puts pressure on sales and margins of the company
     • They have the need to strengthen their strategies marketing moving from mass marketing to personalized marketing, to create value for shareholders
       • The evolution of marketing strategies personalized mass marketing or "One to One", through the adoption of "Customer Relationship strategies Management "- CRM.

4. Management strategies: This approach is organized into around four key questions for seniors company executives

   • 1What has been the development of strategies for bespoke mass marketing? 2 What are the main differences between strategies mass marketing and personalized? 3 What are typical stages in the evolution of strategies personalized marketing communication to through CRM? 4How the development of the information technology have allowed the evolution of marketing strategies?
     • Development of Marketing Strategies The marketing has evolved very significantly over the past six decades to change your focus of the sale of products for the massive development of customer relationship. the American Marketing Association (AMA) has changed the very definition of marketing
       • "The business activities that direct the flow of products and services from producers to consumers "
         • CUSTOMER: marketing is defined as "the functions of the organization and the processes to create, communicate and deliver value to customers and for customer relationship management and generate business value

5. The Evolution of Strategies Marketing was through five-stage

   • Stage 1: Mass Marketing, Companies started with basic marketing strategies during the 1950s and 1960s, so emerging brands through promotion massive sale of products and services to all customers in the market, and communication through Of the media.
     • Stage 2: Market Segment, companies with marketing strategies applied through the decades of the 70s and 80s, making the beginning of the identification of target segments and marketing direct to more selectively promote the sale of products and services to customer segments of greater potential
       • Stage 3: Marketing to target segments, the companies continued to improve with more advanced marketing in the 1990s, through customer segmentation to identify segments high-value, differentiation of product offering and communication services with clients and prospects by segment. At this time comes the creation of bases of data, systems analysis and the adoption of customer loyalty.
         • Stage 4: Event Marketing, Companies continued to improve with strategies expert marketing during the 2000s, to through the most precise segmentation of customers they focused on behavior patterns individual, high-end differentiation of products and service segments and communication personalized with clients and prospects.
           • Step 5: Personalized Marketing, companies continue to improve thanks to forward-thinking marketing strategies to through "Customer Relationship Management" - CRM allows you to focus on the patterns of behavior of each client, differentiation high-end products and services personalized communication to the client (1 to 1) with potential clients and clients.

6. Differences between mass and personalized marketing

   • The traditional communication strategies of marketing are very different from marketing strategies. personal or relational marketing objective, focus, time horizon, the degree of knowledge of the clients, the differentiation of products, prices, distribution channels, the media and key indicators of performance (KPI).
     • • Evolution of Marketing covers
         • Stage 1: Mass marketing, companies that use the basic marketing strategies focused on promoting the sale of standard products and services to customers by: ‧ Focusing exclusively on the promotion of quality products and services ‧ The messages and offers that are not differentiated by the type of customer ‧ Mass communication in some channels ‧ The advertising in television media, radio and press ‧ massive direct mail campaigns
           • Stage 2: Marketing for segments, companies are marketing strategies focused on the promoting sales of intermediate products and services to customer segments, through: ‧ Focus on promoting products and services from quality ‧ Using demographic and usage data limited use of past purchases ‧ Limited use of analysis, user identification ‧ communication in a few channels simples Simple testing of offers and messages ‧ Regular or temporary campaigns
             • Stage 3: Marketing to identify segments, companies that are advanced marketing strategies, segmentation and targeted communication objective, through: ‧ Predictive analysis application for the customer and consumer segmentation • Offers and messages based on consumer segmentation and customers ‧ Focus on customer satisfaction to ensure sustainable income ‧ Focus on customers and prospects ‧ The use of advanced analytics for campaigns and events
               • Stage 4: Event Marketing, companies are expert-level marketing strategies, focusing on personalized communication with individual behavior patterns, through: ‧ Extensive use of automated predictive analytics ‧ The segmentation and promotion based on a focused analysis ‧ Differentiated offers and messages ‧ Focus on customer loyalty and secure revenue ‧ Recognition of customer preferences and in real-time IT value ‧ Automated campaigns regular or temporary events and rules of Contact
                 • Step 5: Personalized Marketing (1: 1), the companies that are forward-thinking marketing strategies, with the 1 to 1 the real-time communication with customers across all channels, through: ‧ Real-time access to information for make decisions based on customer base ‧ Ability to analyze in real time to provide customized offers for customer contact ‧ Ability to analyze in real time to offer offers personalized for customer contact ‧ Differential value based on customer service throughout the company ‧ Campaigns personalized, offers optimized for all channels to maximize

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