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1、Thedevelopmentofmarketingmix21140411059地质工程王磊In1953,Neil·Bordencreated“themarketingmix”intheAmericanMarketMarketingAcademicsociety'sinauguraladdresstocombinethisterminology.Andin1960,theuniversityofMichiganprofessorJeromeMcCarthy,inhisbook“basicmarketing”
2、Putforwardtheenterpriseasthecoretheoryof4pscombinationasproduct,price,place,andpromotion[[]科特勒《营销管理》].Thisisthefirsttimethatsumenterprisemarketingfactorsupinthesefourbasicmarketingstrategycombination,andformedthetheoreticalbasisofmodernmarketing.Asuccessf
3、ulcompanyshouldbalanceallthefactorsinvolvedtoachievetheirmarketingplan.Actually,4pstheoryisfromtheperspectiveofmanagementdecision-makingresearchmarketingproblem.Intheviewofmanagementdecisions,allthefactors,whichaffecttheenterprisemarketingactivities,canbe
4、dividedintotwospecies.Oneofthemisthefactorsthatenterprisescannotcontrol,suchasmarketingenvironment,includingmicroandmacroenvironment.Theotheriscontrollablefactors,meansthethingthatundertheenterprise’scontrol,suchasproduct,trademark,brand,price,advertising
5、,channel.4psistheinductionofvariouskindsofcontrollablefactors[[]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 ].Productstrategymainlyreferstotheenterprisetoprovideallkindsofsuitableforconsumerdemandfortargetmarketoftangibleorintangibleproductwaytoachievei
6、tsmarketingobjectives.Includingthecombinationofcontrollablefactorsanduseofproductvarieties,specifications,style,quality,packaging,characteristic,trademark,brandandvariousservicemeasures.Thisofferinginvolveaphysicalgood,aservice,orablendofboth.PricingStrat
7、egymainscompaniessetpricesaccordingtomarketrulesandchangepricetoachieveitsmarketinggoals,includingusingbasicprice,discountprice,allowances,paymentterm,commercialcreditandothercontrollablefactors.Inthispart,marketersviewpriceasmuchmorethanawayofassessingva
8、lue.Insettingaprice,theymustconsiderthekindofcompetitioninthetargetmarketaswellasthecostofthewholemarketingmix.Theymustalsotrytoestimateconsumerreactiontopossibleprices.Ifconsumerswillnotaccepttheprice,alloftheplann
