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强烈推荐marketing mix市场营销组合.ppt

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MarketingMix优选*TheMarketingProcessImplementationandControlMarketingMixDecisionsMarketingStrategySituationAnalysis优选*MarketingStrategyAtypeofmarketing(orattemptingtosellthroughpersuasion)-*MarketingMixIncarryingoutthemarketingfunctions,(thewordscreatedbyNeiiBordenin1953).优选*TargetMarketMarketingMixMarketingMixMarketingMix优选*MarketingMixDevelopmentofmarketingmix:’’’’s优选*’sBasicMarketingin1960,marketingmixcontainsthefollowingmajorelements(主要因素):(a)product(b)price(c)place(d)promotion产品策略Productstrategy定价策略Pricingstrategy分销策略Placingstrategy促销策略Promotionstrategy优选*ProductPlace/DistributionPromotionPricingGoods,services,orideasthatsatisfycustomerneedsTheready,convenient,anizationanditsproductsDecisionsandactionsthatestablishpricingobjectivesandpoliciesandsetproductprices优选*ordingtoPhilipKotler’sMegamarketingin1986,marketingmixcontains6p’s:(a)product(b)price(c)place(d)promotion(e)power(f)publicrelations优选*MarketingMixWiththedevelopmentofcybermarketing/onlinemarketing,PhilipKotlerintheearlyof1990’spointedout4C’swhichisthenewtheoryonmarketingmix:(a)consumer-------consumer’swantsandneeds(b)cost--------costtosatisfywantsandneeds(c)convenience--------conveniencetobuy(munication-------communicationwithconsumers优选*

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