What are the key differences between a Marketing Mix & a Promotional Mix?

In a nutshell.

Marketing Mix: End result - Brand reach.

Promotional Mix: End result - Sale of products.

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A marketing mix and a promotional mix have differences, and are both important to your business. In order to successfully grow your business, you will need to market it. Marketing helps attract new customers and keeps customers coming back for repeat business. When you identify your marketing mix, it helps you determine how to satisfy your customers, while the promotional mix focuses on direct customer interaction.

The marketing mix is a planned mix of activities. The ingredients in the marketing mix are product, place, price and promotion. It is a combination of elements that you will use to market your product. Marketers use the marketing mix to create a value for their product. The four elements of the marketing mix are used and adjusted until the marketer gets the results that he wants. For example, pricing decisions are exercised in the form of cash discounts that convince customers to buy.

The marketing mix has four elements which allow you to control your product; they are product, price, place and promotion. Each element is analyzed so that you can achieve success in the marketplace. The product is analyzed for its ability to perform better than your competition. For example, quality and safety can be used as a benefit. Price includes decisions you would make to price your product competitively. Place includes the distribution decision -- for example, how to reach your customers in a particular geographic location. Promotion decisions are strategies that you will use to get more customers, such as coupons and sales.

Promotion Mix

The promotional mix is the coordination of marketing activities which includes publicity, sales promotion, advertising, direct marketing and personal selling. It is a coordination of activities that you will perform to directly interact with your customers. For example giving sales presentations helps you to interact with the customers one on one to answer their questions and demonstrate your product.

The promotional mix’s goal is to inform, persuade and remind your customer about your product or service. The promotional mix uses advertising, which is a paid form of non-personal presentation. Personal selling is used either by phone or face to face to the prospect, for example, to address your customers' concerns and answer their questions directly. Public relations are firms communicating with their customers, employees and stockholders. It is important that a business have a solid reputation with customers. For example, one way firms communicate is by sending out newsletters or press releases. Sales promotion includes inducements with the purpose of encouraging customers to buy, such as cents off coupons. Merchandising is used in the store to stimulate sales. Examples include displays, signs and posters.

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