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The Expanded Marketing Mix IKEA Introduction At any successful company marketing seeks to connect with customers serve their needs and accomplish the stated mission of the organization A successful marketing process creates value through consumer satisfaction from brand building before the sale to post-sales service and support Kotler et al 2001 The marketing strategy process has four primary segments product price placement promotion and people Kotler et al 2001 Companies with a service element to their business often highlight three additional areas people processes and physical evidence In addition to outlining the seven Ps this report focuses on the unique product and service marketing approach used by Netherlands-based furniture retailer and franchisor Inter IKEA Systems BV The Expanded Marketing Mix According to McDonald and Dunbar 1998 the marketing mix is the term used to describe the tools and techniques an organization uses to implement the marketing concept Kotler et al 2001 recognize 4 Ps that encompass an organizations entire competitive marketing strategy product price promotion and place However McCarthy 1987 prefers a more explicit explanation of the marketing mix suggesting that the mix is a set of controllable variables which the organization puts together to satisfy a target group A representative marketing mix involves a product provided at a price combined with some level of promotion to attract potential customers along with a way a place to meet those customers McCarthy 1987 In service marketing McColl-Kennedy and Kiel 2003 identify three extended elements for marketers In addition to the traditional 4 Ps McColl-Kennedy and Kiel 2003 stress the core role of people in a service industry including both employees and customers or potential customers Additionally the service process and physical evidence take on additional importance in service industries All 7 attributes are described below Defining the 7 Ps Kotler defines the product as a combination of goods and services Kotler et al 2001 Given the service focus of their work McColl-Kennedy and Kiel 2003 define
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