Marketing communication: principles and practice

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Table 7.4
Communicative aspects of the marketing situation that can be decided by
the marketing manager
The offering
a
What this can communicate
Example
Product mix
Variety
Personality
Choice of colours
Quality
Integrity
Fine detail and finish
Design
Taste
Aesthetic appearance
Features
Flexibility
Dual purpose
Brand name
Assurance
Meaningful name
Packaging
Protection and care
Carrying case
Sizes
Consideration
Range of options
Services
Support
Installation and
demonstration 
Warranties
Peace of mind
Telephone hotline
Returns
Confidence
Pre-paid mailing label
Price mix
Cost of product
Expectations of quality
Premium price relative to
others
Discounts and allowances
Value for money
Special offer voucher
Payment period
Affordability
Instalment plan
Credit terms
Cost
Interest-free period
payment
Place mix
Channels
Convenience and status
Respected outlets
Coverage
Availability
Stocked by prominent
stores
Assortments
Choice
Range of colours, etc.
Locations
Convenience and status
High-street stockist
Inventory
Availability
Always in stock
Transport
Availability
Prompt home delivery
People
Service staff
Competence
Confident, attentive 
checkout
Physical environment
Ambience
Comfort
Tasteful decor

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conventional products, outlets, media, and price levels by low-credibility
providers. High-esteem buyers can be attracted with highly innovative
offerings by high-credibility providers.
The limits of the marketing mix approach
Arising from mass-market consumer goods marketing management, the 4P
marketing mix approach was suitable for managing in growing markets and
exchange did not require considerable interaction between consumer and
producer. Transaction marketing was productive, and still is – in some
situations. However, as markets have matured, as competition has increased,
and as both have moved to a global environment, the attraction of exchangers
(customers) has ceased to be adequate.
The relatively recent shift in attention to recognizing the interactions
between provider and buyer (discussed more in chapter thirteen), has
identified customers as relationship partners. The marketing mix framework
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Process
Transaction
Impression
Prompt attention
Making the offer
Advertising
Identity
Clearly stated valuation
Publicity
Expertise
Comment on social issue
Sales promotion
Value
Buy 2, get 1 free offer
Direct marketing
Personalized offer
Follow-up offer
Personal selling
Attention and concern
Problem resolved
Note
: 
a
This list of mix elements is based on Kotler, 2000; and Dibb 
et al
., 1999
Table 7.5
The marketing mix as a communication system
Marketer’s intention
How consumers might ‘read’ this
Product
Positioning on benefits that 
A solution to a problem or 
creates attractiveness and 
way of satisfying a need
preferences
Price
Enhance intention to buy by 
The cost of acquiring the 
creating attractive value for 
solution or satisfaction
customers
Place
Adequate availability and 
Convenience
service to facilitate purchase
Promotion
Create awareness of product
Connection
and its benefits

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does not tell the whole story of management decisions and Grönroos (2000)
has pioneered the notion of interactive marketing. This requires attention to
matters that are not best explained by the 4Ps. The shift in thinking is from
exchange to relationship, or sequences of (perhaps connected) exchanges
within a relationship. The focus is on the value-creating process rather than
merely on outcome. Promises are made and given – and fulfilled – mutually.
Thus, many facets of the required decision-making for the management of
the relationship fall outside of the marketing mix framework.