4PS Marketing Mix Theory

1、LOGOMarketingTheoryof4PsobjectivesIntroductionWhatisaProduct?Whatistheprice?Whatisplace?Whatispromotion?TheSignificanceandDisadvantageofthe4PsMarketingTheoryIntroductionIn1960s,4PstheorycameintobeingwiththetheoryofMarketingmixintheUnitedStates.In1953,NeilBordencreatedthetermof“Marketingmix”inhisinauguralofAmericaMarketingSociety,whichreferstothedemandofmarket,influencedmoreorlessbytheso-called“marketvariable”or“marketingelements”inaway.Enterpriseshavetoassembletheseelementseffectivelytome。

2、etthemarketdemand,soastoexploreacertainofmarketreaction,andfinallygetthemaximalprofit.INactualfact,therearedozensofelementsforMarketingmix(theoneproposedbyBordenincluding12elementsatfirst).In1960s,JeromeMcCarthyclassifiedtheseelementsgenerallyinto4kindsinhisbook,“BasicMarketing”:Product,Price,Place,andPromotion,Knownasthe4Ps.In1967,inthefirsteditionof“MarketingManagement:Analysis,PlanningandControl,hisbestseller,PhilipKotlerfurtherconfirmedthatthe4Psmarketingmixmethod,namely:Product、Price、Place。

3、、Promotion.4PsWhatisaProduct?Decidingwhatproductsorservicestosellinthefirstmarket?Whatistheprice?Settingpricesthatareattractivetoparticulargroupsofcustomersandthatareprofitableforthecompany.Thiscartoonmakesfunofwhatisactuallyaveryseriousbusiness-knowingwhatyourcompetitorischargingandunderstandinghowtopricewithrespecttothatisoneofthetoughestdecisionsmadeinMarketing.Decidingapriceisthetoughestissueforacompany!Whatisplace?Findingsuitabledistributionchannel（分配渠道）toreachthesecustomergroupsWhatisad。

4、istributionchannel?awayofsellingacompany'sproducteitherdirectlyorviadistributorsThefunctionofdistributionchannelThemainfunctionofadistributionchannelistoprovidealinkbetweenproductionandconsumption.ItincludesInformationPromotionContactMatchingNegotiationPhysicalDistributionfinancingRiskTaking(transportingandstoring)Whatispromotion?Alltheactivitiesusedtosupporttheproduct-everythingfromsalesinformationtoafter-saleservice.thewaytopromoteisThefirsttimeamanlooksatanadvertisement,hedoesnotseeit.The。

5、secondtimehedoesnotnoticeit.Thethirdtimeheisconsciousofitsexistence.Thefourthtimehefaintlyremembershavingseenitbefore.Thefifthtimehereadsit.Thesixthtimeheturnsuphisnoseatit.Theseventhtimehereadsitthroughandsays,Ohbrother.Theeighthtimehesays,Here'sthatconfoundedthingagain.Theninthtimehewondersifitamountstoanything.Thetenthtimehethinkshewillaskhisneighborifhehastriedit.Theeleventhtimehewondershowtheadvertisermakesitpay.Thetwelfthtimehethinksperhapsitmaybeworthsomething.Thethirteenthtimehethinksitm。

6、ustbeagoodthing.Thefourteenthtimeheremembershehaswanteditforalongtime.Thefifteenthtimeheistantalizedbecausehecannotaffordtobuyit.Thesixteenthtimehethinkshewillbuyitsomeday.Theseventeenthtimehemakesamemorandumofit.Theeighteenthtimeheswearsathispoverty.The19thtimehecountshismoneycarefully.Thetwentiethtimeheseesithebuysit,orinstructshiswifetodoso.In1885,ThomasSmithwroteabouthowadvertisingaffectsapotentialcustomereffect?InadditionSalesmanisAnotherkeytoasuccessfulpromotionPayattentiontothefunctiono。

7、fdevelopment,askingfortheuniquesellingpointofproduct,consideringthefunctiondemandofproductinthefirstplace.ProductPricePlacePromotion4PscanbesummarizedasDrawupdifferentpricestrategyaccordingtodifferentmarketpositioning.Itistheenterprise’sbrandstrategythatdecidetheproductprice.So,payattentiontothevalueofthebrand.Enterprisesdonotdirectlytoconsumers,butpayingmoreattentiontothecultivationofsalesdealerandtheestablishmentofthesellingnetwork.Itisthedistributorthatconnectstheenterpriseandtheconsumer.Ente。

8、rprisesfocusonbehavioralchangetostimulateconsumer,resortingtoshort-termactions(suchasprofit,buyonegetonefree,marketatmosphere,etc)topromotetheconsumptiongrowth,attractingotherbrandsconsumesorleadingtoconsumeaheadoftimetoboostsalesgrowth.4PsDistributionchannelDirectsalesIndirectsalesE-commerceIndividualcommunicationMasscommunicationBrandmanagementCorporateindentifyProductvariationProductdifferentiationProductinnovationProducteliminationCostrecoverypricingPenetrationpricingPriceskimmingProductPric。

9、ePlacePromotionMarketingmixTheSignificanceofthe4PsMarketingTheoryItisthepromotionof4PsthatlaidthebasictheoreticalframeworkofManageMarketing.Takingsingleenterpriseasanalysisobject,thetheorybelievethattherearetwokindsoffactorsinfluencingtheaffectionofmarketingactivities:Oneisuncontrollable,suchaspolitics,law,economy,culture,geography.Allareexternalenvironmentthatenterprisesfacewith.Theotheroneiscontrollable,suchasproduction,price,distribution,promotion.Allaremarketingfactors,namedenterprisecont。

10、rollablefactors.Theessenceofenterprisemarketingactivitiesisaprocessofadaptinginternalcontrollablefactorswithexternalenvironment,thatthroughonproducts,andprice,andpointspin,andpromotionsofplansandimplementation,onexternalnotcontrolledfactorsmadeactivedynamicofreaction,thuscontributedtotradingofachievedandmeetpersonalandorganizationoftarget,withKotlerwordssaidisIfthecompanyproduceappropriateproducts,settingoutappropriateofprice,usingappropriateofpointspinchannel,andauxiliaryoftoappropriateofpromot。