Quick questions on Marketing strategies: promotion and place (HSC Business Studies)

Promotion is how the business communicates with the target market. The promotional mix has four elements; each is mixed with the others to fit the business and the moment.

Channel choice. Distribution channel is the route the product takes from producer to consumer. The two main alternatives:

For service businesses the basic 4Ps (product, price, promotion, place) are extended by three more.

Digital marketing across channels:

Marketing to customers outside Australia. Key strategic decisions:

Distribution channel is the route the product takes from producer to consumer. The two main alternatives:

How widely the product is placed across available outlets.

The logistics of getting the product to the channel - warehousing, transport, inventory at the channel level. Supply chain management (Topic 1) and place (Topic 2) are tightly linked.

The staff who deliver the service. Customer experience is largely shaped by the people the customer meets - bank tellers, baristas, flight attendants. Investment in recruitment, training and culture pays through service quality.

The workflows by which the service is delivered. A great service business has clear, repeatable processes (Starbucks's beverage-build sequence, McDonald's order-to-window time targets).

The tangible cues that signal service quality - the bank branch fit-out, the dental waiting room, the aircraft cabin. Customers cannot test the service in advance, so they read these cues to predict it.

Pick a hypothetical: a small Sydney coffee roaster ("Mona's Coffee") selling speciality beans direct to consumers and to cafes.

Channel is direct vs indirect; intensity is intensive vs selective vs exclusive. Both are distinct decisions.

E-marketing includes website, SEO, paid search, email, programmatic, personalisation - not just Instagram.

ANZ, Qantas, Coles all have a major service component. The 7Ps matter.