Graphic marketing: how to sell a product
Until a few decades ago, the price was considered the only decision variable of the company with respect to the market because there was a limited number of competitors and products without distinction of brands or quality returned to the customer by the manufacturer.
Today the Variables of Graphic Marketing is much broader and we can divide it into three categories:
1. The mix of products and services: that is, the set of elements concerning the utility acquired by the consumer in relation to:
- the product itself
- the packaging
- the brand
- the warranty and the services accompanying the product.
2. The mix of distribution factors:
- distribution channels interested in the supply of products: intermediaries, distributors, dealers, etc.
- physical distribution: transport, storage, delivery to points of sale and logistics services.
3. The mix of communication factors: the set of means of persuasion and information used to communicate with the market:
- direct sales actions
- advertising
- sales promotion
- special sales campaigns.
Recently, however, many rules of graphic marketing have changed in tandem with the evolution of consumption.
For this reason, three more P's have been added to the classic four just described: people, trials and physical evidence.
· People involved in the consumption of a certain product
· The processes, which is the reason why the product is used
· Physical evidence. Satisfied customers are the best advertisement.
This is known as the Extended Marketing Mix or Expanded Marketing Mix.
