لنتمكّن من شرح الفرق بين التسويق والإعلان سنقوم بشرح مصطلح المزيج التسويقي والذي يعتبر مجموعة من أدوات التسويق التي تستخدمها الشركات لتحقيق أهدافها وهو نموذج يتكوّن من أربعة عناصر أساسية جميعها تبدأ بحرف P باللغة الإنجليزية، لذا يطلق عليه أيضًا (4Ps) (كان المزيج التسويقي سابقًا يتكوّن من أربعة عناصر، وتطور المفهوم حتى صار الأن يضم ثمانية عناصر)،
سنشرح بإختصار العناصر الأربعة الأساسية:-
– المنتـج (Product)
وهو العنصر الأساسي الذي يتم بناؤه عند لمس إحتياج معين لدى الفئات المستهدفة، وقد يكون على شكل منتج مادي ملموس، أو خدمة غير ملموسة.
– السعـر (Price)
كما هو معروف أن عنصر السعر هو المقابل المادي الذي سيدفعه العميل مقابل الحصول على المنتج او الخدمة وقد تختلف استراتيجيات التسعير باختلاف عدة عوامل.
– المكـان (Place)
المقصود بعنصر المكان: هو قناة التوزيع التي سيتواجد بها المنتج او الخدمة ليتمكن العميل من الحصول عليه وهناك عدة خيارات لقنوات التوزيع، مثل أن يكون المنتج في محل تجاري أو عبر الإنترنت…إلخ.
– الترويج (Promotion)
عنصر الترويج؛ يعرّف بأنه العنصر المعني بترويج المنتجات او الخدمات بهدف رفع المبيعات وذلك عن طريق عدة طرق:
– الترويج عن طريق فريق تسويق متخصص علي ارض الواقع.
– التسويق المباشر مثال: التسويق عبر العلاقات العامة او عبر الـ B2B،
الإعلان: و الذي يتم ترويجه عن طريق عدة وسائل في العالم الرقمي مثل: (قنوات التواصل الإجتماعي، التلفزيون، إعلانات الطرق، المجلات والصحف، الملصقات على الجدران، الحافلات).
حسنًا، نستنتج الآن أن الإعلان جزء صغير من أجزاء الترويج الذي يعتبر عنصر من عدة عناصر في استراتيجية التسويق،
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