marketingmix市场营销组合.ppt

Marketing Mix
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The Marketing Process
Implementation and Control
Marketing Mix Decisions
Marketing Strategy
Situation Analysis
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Marketing Strategy
A type of
marketing (or
attempting to
sell through
persuasion)
of a product
to a wide
audience
Isolating broad
segments that
make up a
market and
adapting the
marketing to
match the
needs of one
or more
segments.
Mass
marketing
Segment
marketing
Niche
marketing
Micro-
marketing
No
segmentation
Complete
segmentation
Focusing on
subsegments
or niches with
distinctive
traits that may
seek a special
combination
of benefits.
The practice of
tailoring
products and
marketing
programs to
suit the tastes
of specific
individuals and
locations.
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Marketing Mix
In carrying out the marketing functions, the firm needs to have a marketing program or strategy. This is known as the marketing mix (the words created by Neii Borden in 1953).
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Target Market
Marketing Mix
Marketing Mix
Marketing Mix
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Marketing Mix
Development of marketing mix:
1. 4 P’s
2. 6 P’s
3. 4 C’s
4. 7 P’s
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Marketing Mix
According to E．J．McCarthy’s Basic Marketing in1960, marketing mix contains the following major elements(主要因素):
(a) product (b) price
(c) place (d) promotion
产品策略
Product strategy
定价策略
Pricing strategy
分销策略
Placing strategy
促销策略
Promotion strategy
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Product
Place/
Distribution
Promotion
Pricing
Goods, services, or ideas that satisfy customer needs
The ready, convenient, and timely availability of products
Activities that inform customers about the organization and its products
Decisions and actions that establish pricing objectives and policies and set product prices
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Marketing Mix
According to Philip Kotler’s Megamarketing in1986, marketing mix contains 6p’s:
(a) product
(b) price
(c) place
(d) promotion
(e) power
(f) public relations
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Marketing Mix
With the develop