* The Marketing Process Implementation and Control Marketing Mix Decisions Marketing Strategng Mix With the development of cyber marketing/ online marketing, Philip Kotler in the early of 1990’s pointed out 4C’s which is the new theory on marketing mix: (a) consumer -------consumer’s wants and needs (b) cost --------cost to satisfy wants and needs (c) convenience --------convenience to buy (d) communication -------communication with consumers
* Marketing Mix To reflect service products and the service elements of physical goods, the traditional marketing mix has now been extended to 7P's (Booms and Bitner). product price promotion placement (or distribution) people (the use of appropriate staff and people ) physical evidence (customers’ perceptions based on their sight of the service provision ) process (the systems used to assist the organization in delivering the service )
* 效劳营销组合〔7Ps〕 产品 Product 定价 Pricing 分销 Placing 促销 Promotion 人 People 服务过程 Process 有形展示 Physical Evidence
* Marketing Mix
* Product The term "product" refers to tangible, physical products as well as services.
* Product The product consists of the item and accessories that the company offers to the consumer. This decision is made during product planning. Product planning involves: ① identifying the buyer’s needs; ② working up a preliminary design of the merchandise; ③ checking to see that the product design meets the expectations of buyers; ④ setting on the product’s final specifications(最终规格); ⑤ selecting the brand name for the product; ⑥ determining the type of packaging to be used; ⑦ and deciding what services to offer with the market.
