The marketing mix as put it in practice浅谈营销组合在实践中的运用.docVIP

The marketing mix as put it in practice浅谈营销组合在实践中的运用 　　Abstract： 4Ps is Product ， Price ， Promotion ， Place . Each of them acts as a variable which the marketing managers can control . Setting these variable elements in a good way to lead to the new sale is the every firms purpose. 　　Key words ： Product； Price ； Place ； Promotion 　　What is the 4Ps in the marketing ？ It is impossible to ask consumers to pay money without providing any right thing . However， you can help them to make decisions with the right price ， certain location ， the level of advertising ， or feature/function of product . 　　Product is that what you are selling . In modern society ， product on behalf of a currency ，by which producer could exchange for cash from consumers. As we know ， without the basic product （and service）， consumers cannot achieve any satisfaction ， meanwhile ， reaching sales goal comes to be nonsense . Comparing with others， Product is the first one to catch consumers eyes . 　　Logically ， the definition of the product could include two parts ， one is physical product ---- kettle ， shoes， etc . another one is service product such as telecommunication service ， insurance service. A product involving these both parts is also very common now . For instance， a consumer bought a television ， producer or salesman would provide some services ， such as free delivery ， free returns ， free fix within a year . In this case ， you bought the television as well as its services . 　　Price shows the worth of the product for consumers . It is the only component in the market mix to make revenue . It might be adjusted most quickly in 4Ps with the changing of environment . 　　To consumer or producer ， setting a proper price is crucial factor in trade ， because both of them need maximal profit . If setting a price without any cost advantages ， the firm will be in a dangerous situation soon or later . So setting price at least cover the full cost of producing ， avoiding blind way . According