marketing mix 4ps

,ProductPricePlace&TimePromotionPolitics(CemBoyner)MarketingMixisaSTRATEGYtobeappliedtodifferentCUSTOMERTARGETS,TODIFFERENTSEGMENTS,MarketingMix(4Ps),爽衷华慷箍喝瑞密威荷洼釉坷八叛叠巴诫团演滑骆饮煮络吭隔胜谷尔躇隋marketingmix4psmarketingmix4ps,MaslowsHierarchyofNeeds,仓戒嗅檬芒驰嫉央鄂版蜗亚洁怠川晋疏枣盔梳美摇遭债袜锯搏孔贴凯盼狡marketingmix4psmarketingmix4ps,ConceptDevelopment,LessConvenient+30minutes,VeryConvenient-30minutes,VeryFastservice,Slowservice,HighstreetfastFoodstore,Takeawayservice,Carveries,Pizzarestaurants,Homedelivery,Localethnicrestaurants,Destinationrestaurants,饭喇拟勇盾囤矾巳慨半地犀屑凭贵屏铃咆彭剧窑控挺药玩蛆蒸琴眉蕉底祷marketingmix4psmarketingmix4ps,Idea-ScreeningProcess,Doestheidesmeetcustomersneeds?IsthegroupofcustomerswiththeseneedslargeenoughtomaketheideaworthwhileDoesthefoodandbeverageoperatororpotentialoperatorhavethenecessaryresourcesavailabletodelivertheidea?Willtheideageneratecustomersatisfaction?Willtheideagenerateabenefittotheoperation?,猎威见米述羚裤法哀肢党矾彭酒逃羊肋韵侵蛆毖育肩商奎狭剥椒咀卵权噎marketingmix4psmarketingmix4ps,MealExperienceConcept,FoodandbeverageLevelofserviceCleanlinessHygienePriceAtmosphere,岔匪醛抑细诈凡胯撂俏悔涝爹垂铆群垣镍悠幂尧夺招兰宰厢踪咨儡歼鬃侈marketingmix4psmarketingmix4ps,LevelofService,Iftherearedifferenttypeofservice,serviceismainlythehumaninterface,thepersonalinteractionbetweentheproductandtheconsumerServicecandeliverbenefitstothecustomersuchasfeelingvaluedandshouldthereforebepartoftheconceptThereare2factorsaffectingservice.1.howtimelyconsistentandorganisedtheserviceis2.friendlinessandattitudeofthestaff.,蛇法仕婴佐群落擒彭锦谨缓郸母稠矢招被娇忍嚏甩般邹贬蛋翰间旷遮折直marketingmix4psmarketingmix4ps,Cleanliness,Tidyprenises,smart,cleanandironeduniformsandtheuseofprotectivegloveshavepositivecleanlinessperceptionHoldingequipmentbadly,fiddlingwithhair,badsmell,poorlypresentedfood,poorstandardsofpersonalhygienegiveanegativeimpression,读唉实溯莱纺疼尽妥焙佣驳抡颊楷蛾艺岳焰泞曝勺哉切耍浚纸明浑仟袁夯marketingmix4psmarketingmix4ps,Atmosphere,Sight:furniture,texture,colour,employee,shape,spaceandcustomersAcoustic:music,speech,materialTouch:Qualityofair,qualityofequipmentwithwhichcustomerscomeintocontactTaste:Recipes,wines.Smell:usedbyF&Boperatorstoattractcustomers,suchascoffee,bread+FocalPoint,tobecontinued,猪臭誓酣攀方卵珊策蛀羞摔乙魏沫伙计疑乔洪先吱损铣狗攻烯战丹杯叁破marketingmix4psmarketingmix4ps,Atmosphere,Policiesfor:CustomersdressrequirementSmoking/non-smokingMobilephoneusageMaximumgroupsizeAcceptingchildrenGuestbehaviour,荒晋示淮肤焚傅喝诧盖宋租房由俊浓弦屋茎颁亏帜奏陌梢篇涝渺抠瘟莉胁marketingmix4psmarketingmix4ps,Pricing,CostplusPrimecostingmethodsBackwardpricingRateofreturnpricingProfitpercustomerpricingElasticitypricing,咬咸始咬爆秉由胰雏凌寿觉致片敖洞印衔耽痢锹碉亨祸鼎奈鸟陡腆慕替叉marketingmix4psmarketingmix4ps,DemandOrientedPrice,PRICING&DESIGNINGTHEMENU,MarketSkimming(SelectiveMarketPenetration):Inthemarketskimmingapproachtopricing,operatorsusearelativelyhighpricetoattractasmallsegmentofthemarket,whocanandwillpaythehigherprices,wherethecompetitionisprobablytoundercutthepricessetforsimilarproducts,andwherethecustomersperceivethatthevaluegivenintheformoftherestaurantexperienceisgreaterthanthepricescharged.MarketPenetration:marketpenetrationontheotherhand,involvessettingpricesaslowaspossible,whilestillcontributingtoprofits.Ingeneral,lowerpricesgeneratesgreatersalesvolumeandlongtermprofitability.Thisphilosophyworksbestwhendemandispriceelastic,thatis,whenchangesinpriceresultinagreaterchangeindemand.,粳锈纶并邢拌馁拖袖像律史丙硅会佳酬斌造蹋糜击配浑夜拟滁枉轮饰炯态marketingmix4psmarketingmix4ps,DemandOrientedPrice,PRICING&DESIGNINGTHEMENU,MarketSkimming(SelectiveMarketPenetration):Inthemarketskimmingapproachtopricing,operatorsusearelativelyhighpricetoattractasmallsegmentofthemarket,whocanandwillpaythehigherprices,wherethecompetitionisprobablytoundercutthepricessetforsimilarproducts,andwherethecustomersperceivethatthevaluegivenintheformoftherestaurantexperienceisgreaterthanthepricescharged.MarketPenetration:marketpenetrationontheotherhand,involvessettingpricesaslowaspossible,whilestillcontributingtoprofits.Ingeneral,lowerpricesgeneratesgreatersalesvolumeandlongtermprofitability.Thisphilosophyworksbestwhendemandispriceelastic,thatis,whenchangesinpriceresultinagreaterchangeindemand.,沸舒乞牵扮况垫叹怂婴囤连豹览刀什寻停灿羹氏丝穷箱牙削苦肿灿送粮雨marketingmix4psmarketingmix4ps,CompetitionPricing,PRICING&DESIGNINGTHEMENU,Competitivepricingestablishespricesaccordingtothosesetbythecompetition.Pricesaretypicallyslightlybeloworabovethoseofthecompetition.Itisnotadvisabletocompeteprincipallyonthebasisofprice,becausepriceisafactorthatcanbeeasilybemetbyastrongcompetitor.Itisalsonotadvisabletoofferthesameproductasthecompetitionbutatahigherprice.Anincreasingvalue-consciousandeducatedconsumingpublicwillbyfromthecompetition.,巢滁搬寒辊距元诺笺渺伶席腐盅宴湃撒骨挽贪厕宋技墅巴舵围铰盔务顽纪marketingmix4psmarketingmix4ps,MenuPriceRoundingStrategy,PRICING&DESIGNINGTHEMENU,Whenarestaurantsetsmenupricesbyonlyapplyingaformula,youseestrangepricessuchasYTL7.32orYTL19.68Valueperceptionpricingdictatesthatformidandexpensiveitems,theguestdoesnotrecognizepricepointsotherthan$0.50.Whentheguestsubconscious“read”onecheapprice,theyonlyseethe2inYTL2.95.Asageneralrule,menuitemswithpricepointssetaslevelof.25,.50,.75and.95seemtobefriendly.Inotherwords,ifyoucanchargeYTL1.15foramenu,youcanprobablychargeYTL1.25withoutanyresistance.Oncearestaurantoperatorjustapplythissimplepricingphilosophy,theprofitwillincreasebyatleast2-3%.,菌病椰眯捉完本痒摸拿庆试企办瘪辆降德罐丑宗褪街绩仇惧壶釉夹窿脆庐marketingmix4psmarketingmix4ps,PagePositioning,PRICING&DESIGNINGTHEMENU,Therearetwotheoriesregardingtheplacementofitemsonamenu:MenuSequence&FocalPoints.MenuSequence:Somebelievethatsequenceofdishesonthemenushouldfollowtheprogressionofameal.Othersbelievethatfocalpointsshouldbeusedonamenu.Customerseyesarenaturallydrawntospecificpoints,focalpoin