The development of marketing mix2.doc

The development of marketing mix21140411059地质工程 王磊In 1953, Neil Borden created “the marketing mix” in the American Market Marketing Academic societys inaugural address to combine this terminology. And in 1960, the university of Michigan professor Jerome McCarthy, in his book “basic marketing” Put forward the enterprise as the core theory of 4ps combination as product, price, place, and promotion 科特勒营销管理.This is the first time that sum enterprise marketing factors up in these four basic marketing strategy combination, and formed the theoretical basis of modern marketing. A successful company should balance all the factors involved to achieve their marketing plan. Actually,4ps theory is from the perspective of management decision-making research marketing problem.In the view of management decisions,all the factors, which affect the enterprise marketing activities,can be divided into two species.One of them is the factors that enterprises can not control,such as marketing environment, including micro and macro environment.The other is controllable factors, means the thing that under the enterprises control,such as product, trademark, brand, price, advertising, channel.4ps is the induction of various kinds of controllable factors 菲利普*科特勒，凯文*莱恩*凯勒营销管理18版：上海人民出版社，2012年8月.Product strategy mainly refers to the enterprise to provide all kinds of suitable for consumer demand for target market of tangible or intangible product way to achieve its marketing objectives.Including the combination of controllable factors and use of product varieties, specifications, style, quality, packaging, characteristic, trademark, brand and various service measures.This offering involve a physical good, a service, or a blend of both. Pricing Strategy mains companies set prices according to market rules and change price to achieve its marketing goals,including using basic price, discount price, allowances, payment term, commercial credit and other controllable factors.In this part, marketers view price as much more than a way of assessing value. In setting a price, they must consider the kind of competition in the target market as well as the cost of the whole marketing mix. They must also try to estimate consumer reaction to possible prices. If consumers will not accept the price, all of the planning effort will be wasted.Placing Strategy refers to the enterprises to rationally select distribution channels and the flow of goods entities to achieve their marketing objectives.Including use the related to distribution channel coverage, commodity circulation link, middlemen, network Settings and the combination of controllable factors.Promoting strategy mains companies take advantage of various information transmission means to stimulate consumers to purchase desire, promote the product sales way to achieve their marketing objectives.Including use of advertising, personal selling, business promotion, public relations and other controllable factors.Advertising, probably the most visible component of promotion, is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. Personal selling, in contrast, is direct, personal communication with customers and potential customers. Personal selling is usually face-to-face, but sometimes the communication is over telephone. Publicity is a nonpersonal communication presented as a news story and transmitted through a mass medium. Both advertising and publicity are important forms of mass selling, but the difference between the two lies in cost and form. A firm does not pay the media for providing publicity; the firm is not identified as the originator of the story.All of these ps are need in a marketing mix. In fact, they should all be tied together. Only the enterprise make good use of all the 4 ps can it be a successful company.For example Procter & gamble is a master of marketing mix.Almost everyone knows its products.Procter & gamble is succeed in the follow parts.First,Procter & gamble is good at guiding consumption.Its products not only meet the demand, but also guide and cultivate more demand.For example,when Procter & gamble decide to promote its shampoo.It does not just say how good the shampoo is.It will tell the consumers it is good for you to wash your hair and i can help you to wash your hair.If you want to wash your hair,i can teach you how to do it.Even you say you can wash your hair yourself,it can also teach you how to do it in a more healthy way.In obtaining economic benefits at the same time, the social benefit is unprecedented, from advocating new ideas to wash hair to advocate we should wash hair more , From the reasonable to brush your teeth to scientific choice of toothpaste,from hand washing to sterilization, etc.Procter & gamble guides Chinese consumers life concept, lifestyle changes.It also bring a healthy lifestyle, a new health concept and reliable health supplies, for consumers, together.Consumers accept with respect , and then they can not leave Procter & gamble.Besides,Procter & gamble always care about naming of the products because they know that a good name can play a big role when promote a product. It can greatly reduce the resistance of the products by consumers cognition, can stimulate the customer good lenovo, improve customer to product affinity and self-confidence, and can greatly save the cost of the product promotion.Procter & gamble company through the English name (word) precise selection or combination to product brand name to make the Chinese name and English is very coordinate well to cooperate in meaning and pronunciation.The name accurately reflected the characteristics of the product and to shape the brand image and consumer orientation, enhance the brand image.Of course, advertising is indispensable. Procter & gamble company annual advertising costs accounted for 1/8 of the total amount of annual sales,they promote through the advertisement on TV, Internet, magazines,and also through a nationwide image spokesperson, set up scholarship in colleges and universities, and national authorities make public welfare activities and so on to improve the awareness of the brand.At the same time, in order to occupy the terminal consumer market, Procter & gamble has a national roadshow activities in the countryside. In the city, Procter & gamble products display in supermarkets, shopping malls is very exquisite, it always occupy a lot of shelf space so it is easy to attract consumers.They effectively enhance the visibility and reputation of the brand through advertising.With the advent of the 21st century, A new market competition with Economic globalization, product knowledge, personalized consumption and information network is begin.In response to the change of the market, people put forward the new theory.In the 1980 s,Robert lauterborn Have been put forward 4 c marketing theory for the 4p, which regard consumers as the core theory 迟桂华. 浅谈市场营销组合理论的发展J. 北方经贸, 2005, (1). 候春江, 周游. 市场营销组合理论述评J. 哈尔滨商业大学学报：社会科学版, 2004, (6):45-48. DOI:10.3969/j.issn.1671-7112.2004.06.015. Including customer needs, wants cost to the customer,convenience and communication.From producers to consumers is the focus of the 4c theory, it emphasizes on the basis of customer demand, desire and ability to pay to organize production and sales, and to emphasize everything for the customer, convenient customer, strengthen the communication with customers in order to improve at any time.4c is 4p transformation and development,but it is passive to meet the needs of customers,enterprises need to from a higher level in a more effective way between enterprise and customer set up is different from the traditional initiative of new relationships.Aiming at the problems of the 4 c, recently, DonE. Schultz put forward 4 r marketing mix theory.The 4 r theory regard competitors as the core,including relevancy,reaction,relation and return.The change fully pay attention to the relationship marketing, and at the same time pay attention to the service side strain capacity of market demand, strive for with minimal input and maximum output.4 r and 4 c theory is same at they are ve