LO 3 Describe the? As you walk along the street, the aroma drifts through the air and attracts you. It is drawing you toward the store with the green sign that has now become a common sight.
Seven elements used in marketing mix for service are as follows: The marketing concept dictates that marketing decisions should be based upon customer needs and wants.
Buyers purchase goods and services to satisfy their needs and wants. Thus when a buyer engages in a market transaction he perceives a bundle of benefits and satisfactions to be derived from that transaction. However he does not usually divide the market offering into its component parts.
The marketing mix is the convenient means of organizing all the variables controlled by the marketer that influence transactions in the marketplace. The formulation process of marketing mixes in services markets is much the same as in other types of markets typically this involves: The specific marketing mix adopted by a particular organization will of course vary according to circumstances e.
The marketing mix process then is a constant one of fashioning and reshaping the component elements in response to changing market circumstances and needs. Inevitably there is much overlap and interaction between the various components of a marketing mix.
Decisions cannot be made on one component of the mix without considering their impact upon the other components. Also the precise elements and their importance within any marketing mix at any point in time will vary.
The outline that follows therefore indicates some of the key areas to which marketing managers need to devote their attention in formulating their marketing mixes for services markets. It is illustrative not comprehensive. Service organizations will almost certainly need to adapt it in their strategy planning.
The service product requires consideration of the range of services provided, the quality of services provided and the level of services provided. Attention will also need to be given to matters like the use of branding, warranties and after-sale service.
The service product mix of such elements can vary considerably and may be seen in comparisons of service range between a small local building society and one of the largest in the country; or between a small hotel offering a limited menu range and a four star hotel offering a wide range of meals.
Price considerations include levels of prices, discounts allowances and commissions, terms of payment and credit. Price may also pay a part in differentiating one service from another and therefore the customers perceptions of value obtained from a service and the interaction of price and quality are important considerations in many service price sub mixes.
The location of the service providers and their accessibility are important factors in services marketing. Accessibility relates not just to physical accessibility but to other means of communication and contact. Thus the types of distribution channels used e. Promotion includes the various methods of communicating with markets whether through advertising, personal selling activities, sales promotion activities and other direct forms of publicity, and indirect forms of communication like public relations.
Expanded mix for services: Also, because services are intangible customers will often be looking for any tangible cue to help them understand the nature of the service experience. These facts have led services marketers to conclude that they can use additional variables to communicate with and satisfy their customers.
For example, in the hotel industry the design and decor of the hotel as well as the appearance and attitudes of its employees will influence customer perceptions and experience.
Acknowledgment of the importance of these additional communication variables has led services marketers to adopt the concept of an expanded marketing mix for services shown in the three remaining columns in Table 2.Parker v British Airways Board  - Facts – P found valuable bracelet in 1st class lounge at BA.
Handed it to BA staff saying if no one is the owner, he wanted it returned by BA. BA advertised for owner to claim, but nobody did so they sold it.
MARKETING PRINCIPLES: BRITISH AIRWAYS 1 Task 1. Planning Marketing Mixes For Two Different Segments in Consumer Markets The marketing mix variable should not be treated as a standalone element.
They should be well-thought-out together to create a steady schwenkreis.com example is the cost worth relations. Marketing Strategies of British Airways get fit into the marketing mix as: Product: On the basis of BA high class products (services they provide their customers) they are awarded with official 4 stars ranking.
The Marketing Mix for Virgin Atlantic. No description by Jessie r.f.l on 24 September Tweet. Comments Virgin Atlantic Airways has beaten off rival airlines, including British Airways, to become the leading sponsor of the European team.
Under the deal, Virgin flew the . Your marketing mix is the combination of elements that play a role in promoting and delivering your products and services to consumers or clients. In essence, it's about putting your product or service in the right place at the right time for the right price.
The most important elements of the marketing mix that consists of product, place, price, promotion, process, people and physical evidence. In January British Airways announced that “will split its marketing department and bring the unit closer to its commercial operations as part of a major restructure”.