How many "P" is the marketing?

 

Marketing management is also design management.

  Many "P" is the marketing? In 1960, E. Jerome McCarthy presents The four Ps (The four "P" of marketing), a traditional view of marketing that divides into four interconnected parts: product, price, communication and distribution. Today this classification has evolved, and the four "P" of marketing we have moved to the thirteen "P" of marketing. They may even be more, according to the author that we consult:

1. Process
2. Product
3. Price
4. Promotion
5. Place
6. People
7. Planet
8. Partioning
9. Positioning
10. Probing
11. Profit
12. Planning
13. Prioritzing

As is customary in the language of economics, all these words are in English, so it is difficult to find one in all cases also Castilian words beginning with the letter P, but to move from linguistic difficulties, these thirteen " P 'are the basis of strategic marketing and integrated marketing management, goods, services, environmental, industrial, social, etc. -. Process (Process): Where do we start? That marketing is a process is more than clear, the advice of your own definition. In fact, theAmerican Marketing Association says that marketing is a function organitzativa and, simultaneously, a set of processes for creating, communicating and delivering value to customers, and is also useful for managing customer relationships, of way that benefits both the organization and its stakeholders. And the process starts with our personal account of the thirteen "P" of marketing. Product (Product): What do customers want? What do I offer? What do I sell? What do I buy? Product is any good or service able to motivate and meet the needs of a consumer or user. Product marketing is the variable that is directly related to people and is the backbone around which revolve the other "P" of marketing. Price (price): How much does it cost? How much will I sell? Price is the amount of money the buyer has to pay for a product that will provide a profit. Price is the only marketing variable that generates sales revenue, all the other "P" entail costs and the variables that the organization has control. When setting the price, the organization has three control parameters: A minimum price, which are the costs of the organization. A maximum price, which is what you are willing to pay the client. An average price of reference, which is what competition is charging for the same product, or to recommend different professional groups. Everything is negotiable, but accept a price below cost necessarily mean review the costs of the organization. Promotion (media): How do I to know? How do I know my product, my price and place of sale? Communication is how the organization will meet their target product, price, distribution and other "P" of marketing, because communication is used to inform ("Mr. Proper is now called Mr. Clean"), to persuade ("Enjoy Coca-Cola"), to remember ("Spring is in the English Court!"), to strengthen ("In Carrefour is possible. Payment took me two and three!"), and why not? also to educate ("If you drink, do not drive"). Place (distribution): Where and how can my clients contact my organization and buy my product? Distribution is how the exchange will occur and the physical space where this exchange occurs, the medium through which the organization will provide the buyer the product in place, amount and when the buyer wishes. Distribution is the marketing variable that relates production to the market and people. People (people): Who are my customers? Who are my partners? Is a variable that people born in the marketing environment and rapidly consolidating services in the world of marketing, because people: my client, the client of my client, my staff (employees, suppliers), even my competitors, are vital for successful strategic management of my business. Planet (planet): How sustainable is the organization? How sustainable is the product? Today it fills the mouth with words like ecology, sustainability, environmental friendliness, the three "R" (reuse, recover, recycle), ecodesign, etc.., Because, after all, what is is to protect the planet. Partioning (segmentation): Who are our customers? How many? Where are they? How are they? What do you do? How do they behave? Segment is to divide the total market for a product in smaller subgroups or segments of consumers or potential users (with characteristics similar, but different from other subgroups). It is from this market in terms of various objective criteria (geographic, demographic, socioeconomic) or subjective (psychographic), which is essential for a niche market where our full business potential. Positioning (seek): What do you think my client of my organization, my product, my brand? Positioning is perception, positioning is association of ideas (versus benefits needs). To position is to differentiate ourselves is to place our work. The position works the place of our organization, our product, our brand in the mind of the consumer / user. Probing (test): Will the product, price, communication ("insert here any other list P ') in the market and customers? When I think of the testing of a product comes to mind and that IKEA cabinet with an infernal machine that "torture" to poor seat, but after thinking about it coldly, not such a bad idea. Try a product on the market before placing them on sale, is a relatively simple, you just need imagination and some friends to do the times of "infernal machine of torture" with the products of the organization. In addition, many other research tools or tools that help test a product (or service) in fact are so useful that even used as tools of strategic analysis and evaluation to test policies and programs. Profit (profit): What do you get with this organization? The Dictionary of the Royal Academy of Spanish Language defines "enterprise" as "an entity composed of capital and labor as factors of production and industrial activity, commercial or services for profit (for profit) and the consequent responsibility. " In this sense, the ultimate goal is that the organization marketing make money, cover costs and achieve economic benefits, which does not rule out that the organization may also seek to achieve other objectives more altruistic. Planning (Planning): What to do? How and when to do it? Planning is a process, a cyclical process that facilitates decision-making and, for me, the simplest and easiest model of planning is "Deming Cycle" proposed by William Edward Deming in the early 50 (century) , which has transcended its roots in quality management (another process, such as marketing or design). Plan (Plan): Plan and schedule, including pressing, documented, ask, and so on. Do (do): Internenir Check (check): Monitor, review, assess, monitor and control Act (act): Review, modify, enhance .... and back again to plan. Prioritzing (prioritization): Step by step, how we do it? An alternative choice is selected from various options. Decision making is a process that occurs in different settings (commercial, business, financial.), For which the organization makes a choice among alternatives or ways to solve different situations in which converge a variety of internal conditions (human capital, market experience) and external (environment). In the end it comes down to making decisions that should be prioritized. In short, marketing, as well as the design is a process, so if we substitute "product" with "design" and "organization" with "designer", we quickly realize that marketing management is also design management. The marketing process developed from these thirteen "P" of marketing is a way to play with an advantage and give the customer a minimum guarantee that the design is feasible at all levels: Viability graph. Is it aesthetically pleasing? Do I represent? Do I identify? Technical and operational feasibility. Can you develop? Can you reproduce, manufacture, use? Financial viability. ¿I can afford? Where will I get the money? Commercial viability. Will it work on the market? Economic viability. Will it generate profit? Social viability. Will you give me visibility among my target audience? Mediambiental viability. Is it ecologically sustainable? And answering the question how many "P" is the marketing? I personally stick with these thirteen "P" I have presented, but leave the list open for everyone to incorporate all the "P" that would be useful to develop their own design process, adapt to the market and the environment, find niche markets, negotiate with clients, and market their design projects in a highly competitive global market.