marketin_mix市场营销组合.ppt

Marketing Mix The Marketing Process Marketing Strategy Marketing Mix In carrying out the marketing functions, the firm needs to have a marketing program or strategy. This is known as the marketing mix (the words created by Neii Borden in 1953). Marketing Mix Marketing Mix Development of marketing mix: 1. 4 P’s 2. 6 P’s 3. 4 C’s 4. 7 P’s Marketing Mix According to E．J．McCarthy’s Basic Marketing in1960, marketing mix contains the following major elements(主要因素): (a) product (b) price (c) place (d) promotion Marketing Mix According to Philip Kotler’s Megamarketing in1986, marketing mix contains 6p’s: (a) product (b) price (c) place (d) promotion (e) power (f) public relations Marketing Mix With the development of cyber marketing/ online marketing, Philip Kotler in the early of 1990’s pointed out 4C’s which is the new theory on marketing mix: (a) consumer -------consumer’s wants and needs (b) cost --------cost to satisfy wants and needs (c) convenience --------convenience to buy (d) communication -------communication with consumers Marketing Mix To reflect service products and the service elements of physical goods, the traditional marketing mix has now been extended to 7Ps (Booms and Bitner). product price promotion placement (or distribution)? people (the use of appropriate staff and people ) physical evidence (customers’ perceptions based on their sight of the service provision ) process (the systems used to assist the organization in delivering the service ) 服务营销组合（7Ps） Marketing Mix Product The term product refers to tangible, physical products as well as services. Product The product consists of the item and accessories that the company offers to the consumer. This decision is made during product planning. Product planning involves: ① identifying the buyer’s needs; ② working up a preliminary design of the mercha