Post by account_disabled on Feb 25, 2024 10:01:08 GMT
Are we sure that doing "American-style" marketing in Italy really works? Enrico Madrigrano answers this interesting question in this video from a few years ago, but in my opinion still valid. The most interesting part, however, is what he himself defines as the " 7th Lever of Marketing ". But let's take a step back to better clarify the concept of "Marketing Levers". According to the well-known division invented in 1949 by McCarthy, which is still consistently applied, the marketing mix tools can be divided into the four "Ps" . The 4 levers of the marketing mix • PRODUCT: product/service policies. Product (or service) characteristics, technology, materials, finishes, packaging, assistance. • PRICE: pricing policies. Price lists, discounts, promotions. • PLACE: distribution policies. Distribution channels used, logistics, inventory policy, etc. • PROMOTION: communication/sales policies.
Advertising campaigns, communications conveyed by the sales Chinese Student Phone Number List force, company image, etc. The logic of this division lies in highlighting the necessary coherence, in commercial strategies, between the four "Ps", also called "levers" of the marketing mix. For example, an improvement in the characteristics of the product may justify a price increase, but it must be appropriately communicated, and the intervention of the distribution network will probably also be necessary to explain it effectively to the customer. The post-McCarthy marketing literature has enriched the model to adapt it to the evolutions of operational marketing, mainly considering "customer service" and "sales network" as autonomous marketing levers (a variant of the model now widely accepted), plus many others less generally used modifications.
In 1981, Booms and Bitner proposed, specifically for services marketing, a model with 7 Ps (the traditional four plus three others) which achieved some success. The additional levers correspond to the personnel who administer the service (“People”), the physical appearance of the structures with which the client comes into contact (“Physical evidence”), and the organization of the process with which the service is administered (“ Process”). Usually what happens and is experienced in the United States, but more generally in the English-speaking world, comes to us a few years late. From applications, to games, to software, websites, products and technological gadgets, they are all dynamic laboratories that were born and developed rapidly in the USA, or in any case had the first spark of success in that country. We can therefore look carefully at these experiences to intercept what works in the USA.
Advertising campaigns, communications conveyed by the sales Chinese Student Phone Number List force, company image, etc. The logic of this division lies in highlighting the necessary coherence, in commercial strategies, between the four "Ps", also called "levers" of the marketing mix. For example, an improvement in the characteristics of the product may justify a price increase, but it must be appropriately communicated, and the intervention of the distribution network will probably also be necessary to explain it effectively to the customer. The post-McCarthy marketing literature has enriched the model to adapt it to the evolutions of operational marketing, mainly considering "customer service" and "sales network" as autonomous marketing levers (a variant of the model now widely accepted), plus many others less generally used modifications.
In 1981, Booms and Bitner proposed, specifically for services marketing, a model with 7 Ps (the traditional four plus three others) which achieved some success. The additional levers correspond to the personnel who administer the service (“People”), the physical appearance of the structures with which the client comes into contact (“Physical evidence”), and the organization of the process with which the service is administered (“ Process”). Usually what happens and is experienced in the United States, but more generally in the English-speaking world, comes to us a few years late. From applications, to games, to software, websites, products and technological gadgets, they are all dynamic laboratories that were born and developed rapidly in the USA, or in any case had the first spark of success in that country. We can therefore look carefully at these experiences to intercept what works in the USA.