Marketing Mix To Sell A Product
July 9th 2007 03:30
How should a marketer sell a product to consumers? The traditional approach include putting ads on media channels like tv, radio, and newspapers, hoping the viewers and potential customers will become buyers. Of course viewership does not necessarily convert to sales.
According to Michael Mardel, JWT worldwide president, the brand of the product is no longer the deciding factor in the purchase, although it remains as one of the factors. He said 80 percent of the decision as to what brand to buy happens when the consumer is already in front of the grocery shelf.
Marketers today realize that it is very difficult to measure the effectivity of an ad which is why they see a need to use a "marketing mix" in selling a product or brand. It means using various tools beyond the traditional channels such as the internet or mobile marketing.
"Marketing mix" plus the quality and value of the product can likely be the best advertising route to build a brand for a long time. Marketers should also be more aggressive in communicating their value proposition to their customers in order to drive them to the brand or product they are selling.
According to Michael Mardel, JWT worldwide president, the brand of the product is no longer the deciding factor in the purchase, although it remains as one of the factors. He said 80 percent of the decision as to what brand to buy happens when the consumer is already in front of the grocery shelf.
Marketers today realize that it is very difficult to measure the effectivity of an ad which is why they see a need to use a "marketing mix" in selling a product or brand. It means using various tools beyond the traditional channels such as the internet or mobile marketing.
"Marketing mix" plus the quality and value of the product can likely be the best advertising route to build a brand for a long time. Marketers should also be more aggressive in communicating their value proposition to their customers in order to drive them to the brand or product they are selling.
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