4PSMarketingMixTheory.pptx

LOGOMarketingTheoryof4PsobjectivesvIntroductionvWhatisaProduct?vWhatistheprice?vWhatisplace?vWhatispromotion?vTheSignificanceandDisadvantageofthe4PsMarketingTheoryIntroductionIn 1960s,4Ps theory came into being with the theory of Marketing mix in the United States.In 1953,Neil Borden created the term of“Marketing mix”in his inaugural of America Marketing Society,which refers to the demand of market,influenced more or less by the so-called“market variable”or“marketing elements”in a way.Enterprises have to assemble these elements effectively to meet the market demand,so as to explore a certain of market reaction,and finally get the maximal profit.vIN actual fact,there are dozens of elements for Marketing mix(the one proposed by Borden including 12 elements at first).In 1960s,Jerome McCarthy classified these elements generally into 4 kinds in his book,“Basic Marketing”:Product,Price,Place,and Promotion,Known as the 4Ps.In 1967,in the first edition of“Marketing Management:Analysis,Planning and Control,his bestseller,Philip Kotler further confirmed that the 4Ps marketing mix method,namely:Product、Price、Place、Promotion.4PsWhatisaProduct?Decidingwhatproductsorservicestosellinthefirstmarket?Whatistheprice?vSettingpricesthatareattractivetoparticulargroupsofcustomersandthatareprofitableforthecompany.Thiscartoonmakesfunofwhatisactuallyaveryseriousbusiness-knowingwhatyourcompetitorischargingandunderstandinghowtopricewithrespecttothatisoneofthetoughestdecisionsmadeinMarketing.Decidingapriceisthetoughestissueforacompany!Whatisplace?vFindingsuitabledistributionchannel（分配渠道）（分配渠道）toreachthesecustomergroupsvWhatisadistributionchannel?vawayofsellingacompanysproducteitherdirectlyorviadistributorsThefunctionofdistributionchannelvThemainfunctionofadistributionchannelistoprovidealinkbetweenproductionandconsumption.ItincludesInformationPromotionContactMatchingNegotiationPhysicalDistributionfinancingRiskTaking(transportingandstoring)Whatispromotion?vAlltheactivitiesusedtosupporttheproduct-everythingfromsalesinformationtoafter-saleservice.vthewaytopromoteisThefirsttimeamanlooksatanadvertisement,hedoesnotseeit.Thesecondtimehedoesnotnoticeit.Thethirdtimeheisconsciousofitsexistence.Thefourthtimehefaintlyremembershavingseenitbefore.Thefifthtimehereadsit.Thesixthtimeheturnsuphisnoseatit.Theseventhtimehereadsitthroughandsays,Ohbrother.Theeighthtimehesays,Heresthatconfoundedthingagain.Theninthtimehewondersifitamountstoanything.Thetenthtimehethinkshewillaskhisneighborifhehastriedit.Theeleventhtimehewondershowtheadvertisermakesitpay.Thetwelfthtimehethinksperhapsitmaybeworthsomething.Thethirteenthtimehethinksitmustbeagoodthing.Thefourteenthtimeheremembershehaswanteditforalongtime.Thefifteenthtimeheistantalizedbecausehecannotaffordtobuyit.Thesixteenthtimehethinkshewillbuyitsomeday.Theseventeenthtimehemakesamemorandumofit.Theeighteenthtimeheswearsathispoverty.The19thtimehecountshismoneycarefully.Thetwentiethtimeheseesithebuysit,orinstructshiswifetodoso.In1885,ThomasSmithwroteabouthowadvertisingaffectsapotentialcustomereffect?vInadditionvSalesmanisAnotherkeytoasuccessfulpromotionPayattentiontothefunctionofdevelopment,askingfortheuniquesellingpointofproduct,consideringthefunctiondemandofproductinthefirstplace.ProductPricePlacePromotion4PscanbesummarizedasDrawupdifferentpricestrategyaccordingtodifferentmarketpositioning.Itistheenterprisesbrandstrategythatdecidetheproductprice.So,payattentiontothevalueofthebrand.Enterprisesdonotdirectlytoconsumers,butpayingmoreattentiontothecultivationofsalesdealerandtheestablishmentofthesellingnetwork.Itisthedistributorthatconnectstheenterpriseandtheconsumer.Enterprisesfocusonbehavioralchangetostimulateconsumer,resortingtoshort-termactions(suchasprofit,buyonegetonefree,marketatmosphere,etc)topromotetheconsumptiongrowth,attractingotherbrandsconsumesorleadingtoconsumeaheadoftimetoboostsalesgrowth.4PsDistributionchannelDirectsalesIndirectsalesE-commerceIndividualcommunicationMasscommunicationBrandmanagementCorporateindentifyProductvariationProductdifferentiationProductinnovationProducteliminationCostrecoverypricingPenetrationpricingPriceskimmingProductPricePlacePromotionMarketingmixTheSignificanceofthe4PsMarketingTheoryvItisthepromotionof4PsthatlaidthebasictheoreticalframeworkofManageMarketing.Takingsingleenterpriseasanalysisobject,thetheorybelievethattherearetwokindsoffactorsinfluencingtheaffectionofmarketingactivities:vOneisuncontrollable,suchaspolitics,law,economy,culture,geography.Allareexternalenvironmentthatenterprisesfacewith.vTheotheroneiscontrollable,suchasproduction,price,distribution,promotion.Allaremarketingfactors,namedenterprisecontrollablefactors.vTheessenceofenterprisemarketingactivitiesisaprocessofadaptinginternalcontrollablefactorswithexternalenvironment,thatthroughonproducts,andprice,andpointspin,andpromotionsofplansandimplementation,onexternalnotcontrolledfactorsmadeactivedynamicofreaction,thuscontributedtotradingofachievedandmeetpersonalandorganizationoftarget,withKotlerwordssaidisIfthecompanyproduceappropriateproducts,settingoutappropriateofprice,usingappropriateofpointspinchannel,andauxiliaryoftoappropriateofpromotionsactivities,thecompanyonwillbesuccess.Sothecoreofmarketingactivitiesistodevelopandimplementaneffectivemarketingmix.TheSignificanceofthe4Psv4Pstheoryoftheimportanceofproduct-orientedratherthanconsumer-orientedinordertomeetthemarketdemandasthegoal.v4PsisbasictheoryofMarketing,whichchangesthemarketingcampaignsintosimplification,abstractionandsystematizationbythefirsttime,buildingamarketingframework,andpromotingthedevelopmentandpopularizationofmarketingtheory.TheDisadvantageofthe4PsMarketingTheoryv4Pstheoryoftheimportanceofproduct-orientedratherthanconsumer-orientedinordertomeetthemarketdemandasthegoal.v4PsisbasictheoryofMarketing,whichchangesthemarketingcampaignsintosimplification,abstractionandsystematizationbythefirsttime,buildingamarketingframework,andpromotingthedevelopmentandpopularizationofmarketingtheory.