商务英语综合教程课件杜凤秋 ISBN9787810788113 PPT marketingchap.17 marketing mix.ppt

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1、MarketingMixTheMarketingProcessImplementationandControlMarketingMixDecisionsMarketingStrategySituationAnalysisMarketingMixIncarryingoutthemarketingfunctions,thefirmneedstohaveamarketingprogramorstrategy.Thisisknownasthemarketingmix(thewordscreatedbyNeiiBo

2、rdenin1953).TargetMarketMarketingMixMarketingMixMarketingMixMarketingMixDevelopmentofmarketingmix:1.4P’s2.6P’s3.4C’s4.7P’sMarketingMixAccordingtoE．J．McCarthy’sBasicMarketingin1960,marketingmixcontainsthefollowingmajorelements(主要因素):(a)product(b)price(c)pl

3、ace(d)promotionMarketingMixAccordingtoPhilipKotler’sMegamarketingin1986,marketingmixcontains6p’s:(a)product(b)price(c)place(d)promotion(e)power(f)publicrelationsMarketingMixWiththedevelopmentofcybermarketing/onlinemarketing,PhilipKotlerintheearlyof1990’sp

4、ointedout4C‘swhichisthenewtheoryonmarketingmix:(a)consumer-------consumer‘swantsandneeds(b)cost--------costtosatisfywantsandneeds(c)convenience--------conveniencetobuy(d)communication-------communicationwithconsumersMarketingMixToreflectserviceproductsand

5、theserviceelementsofphysicalgoods,thetraditionalmarketingmixhasnowbeenextendedto7P's(BoomsandBitner).productpricepromotionplacement(ordistribution)people(theuseofappropriatestaffandpeople)physicalevidence(customers’perceptionsbasedontheirsightoftheservice

6、provision)process(thesystemsusedtoassisttheorganizationindeliveringtheservice)ProductTheproductconsistsoftheitemandaccessoriesthatthecompanyofferstotheconsumer.Thisdecisionismadeduringproductplanning.Productplanninginvolves:①identifyingthebuyer’sneeds;②wo

7、rkingupapreliminarydesignofthemerchandise;③checkingtosecthattheproductdesignmeetstheexpectationsofbuyers;④settingontheproduct’sfinalspecifications(最终规格);⑤selectingthebrandnamefortheproduct;⑥determiningthetypeofpackagingtobeused;⑦anddecidingwhatservicestoo

8、fferwiththemarket.Productcreditafter-saleservicebrandpackagingfreeProducttransportationqualitystyleinstallationwarrantyCoreProductAccessoryProductFormProduct产品效用质量品牌包装式样运送安装信用维修保证核心产品形态产品附加利益产品产品生命周期曲线introductionsa