Marketing
-
The strategic process of attracting and maintaining a customer base.
- is defined as
"the total of activities involved in the transfer of goods from the
producer or
seller to the
consumer or buyer, including advertising, shipping, storing, and selling."
Four
P’s of Marketing
Product
—
-Performing tests and giving results.
—
-The sophistication, expertise, and technological ability to perform a
large number of tests or carry out
complex procedures.
-Marketing Variables: Factors such as
price, packaging, product and
convenience that can be manipulated to
attract customers.
—-
Product Differentiation: Factors such as convenience, turn-around
time and price that make a product or
service attractive to a customer.
Price
—
- Has become a major competitive factor
—
- Laboratories that have been able to control expenses and offer
attractive prices to discretionary buyers
now enjoy a distinct
advantage in this crucial service
component.
Place
—-
Affects service distribution and entails
three decisions:
—-
Physical access
—
- Time access
—
- Information and Promotional access
—
- Factor in designing how convenient the lab service is to its clients.
Promotion
—
- Products and services are constantly promoted through commercials
and advertisements in newspapers, on car
windshields, TVs, radios, in
our mailboxes, and even on computer
networks.
—-
Promotional tools divided into four groups:
—
- Advertising
– any type of non-personal presentations such as displays
and ads in newspapers and journals, as
well as brochures and flyers.
—-
Sales
promotion – short-term discounts, product incentives, etc.
—
- Personal
selling – selling through personal service representatives.
—
- Publicity
– non-commercial informational presentations issued
through the news media and other public
forums such as social clubs
and educational institutions.
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