marketing_mix市场营销组合 ppt课件marketing_mix市场营销组合 marketing_mix市场营销组合 Implementation and Control Marketing Mix Decisions Marketing Strategy Situation Analysis 精品资料 你怎么称呼老师？ 如果老师最后没有总结一节课的重点的难点，你是否会认为老师的教学方法需要改进？ 你所经历的课堂，是讲座式还是讨论式？ 教师的教鞭 “不怕太阳晒，也不怕那风雨狂，只怕先生骂我笨，没有学问无颜见爹娘 ……” “太阳当空照，花儿对我笑，小鸟说早早早……” marketing_mix市场营销组合 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. marketing_mix市场营销组合 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). Target Market marketing_mix市场营销组合 Marketing Mix Marketing Mix marketing_mix市场营销组合 Development of marketing mix: 1. 4 P’s 2. 6 P’s 3. 4 C’s 4. 7 P’s marketing_mix市场营销组合 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 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
