Marketing communication: principles and practice

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Table 7.1 Generic marketing functions [primary concern shown in
brackets]
Function
Tools used or activities performed
Configuration of something valued by
Market research, design, trial and
the prospective ‘exchanger’
testing, modification, etc. 
[product design and production]
Valuation of the compensation and
Cost–benefit analysis,
sacrifices the prospective exchanger 
trial and comparison, etc.
must make in exchange for the offering 
[financial aspects]
Facilitation of the exchange by placing Retailing, delivery, installation, mail 
the offering as accessible to the 
order, online ordering, telesales, 
prospective exchanger [provision]
markets, etc.
Symbolization of the offering to bring 
Advertising, personal selling,
it to the attention of the prospective
demonstration, samples, models, etc.
exchanger and to influence feelings 
and preferences about the offer 
[promotion]
PRODUCT
PROMOTION
PRICE
PLACE
SALES PROMOTION
Figure 7.3
Sales promotion bridges the communicative marketing mix
elements

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Table 7.2
The basic marketing mix (above the line)
The offering
Description
Examples
Total product
Tools to satisfy the needs of 
Product feature options,
the prospective exchanger
brand name, packaging,
guarantee
Total price
Tools that fix the size and way Price list, payment terms,
of payment exchanged for
discounts
the product
Total distribution
Tools that determine how the Merchandising, advice, 
products are available to the profit margins 
exchanger
Impersonal communication
Announcement of the offer 
Themed advertising, 
and maintenance of 
sponsorship, permanent 
favourable feelings and 
exhibition, press releases 
removal of barriers to 
and conferences, journalist 
purchase, including third-
visits