introduction to marketing概要1.pptVIP

LO 4: Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it * LO 4: Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it There is some concern that the four Ps concept takes the seller’s view of the market, not the buyer’s view. From the buyer’s viewpoint, the four Ps might be better described as the four Cs. * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment * * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment * LO 5: List the marketing management functions and discuss the importance of measuring and managing return on marketing investment Return on marketing investment also called marketing ROI. * The Marketing Mix The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market These tools are often called the 4 P’s: Product Price Place (Distribution) Promotion The Marketing Mix The 4 Ps of the marketing mix: The 4 Ps and the 4 Cs 4 Ps: Seller’s View Product