마케팅 믹스
(4Ps)

지식 센터



요약, 포럼, 모범 사례, 전문가 팁 및 정보 소스.

187アイテム • 2.039.412回の訪問


요약

마케팅 믹스란 무엇인가? 기술

4P로 알려진 마케팅 믹스 모델은 마케터들이 마케팅전략을 정의하는데 도움을 줄 수 있다. 마케팅 매니저는 이 모델을 사용하여 타겟시장에서 4~7개의 변수를 최적의 방법으로 조합하여 최적을 대응방안을 만들어낸다. 마케팅 믹스의 원칙들은 통제가능한 변수(controllable variables)여야 한다는 것을 이해하는 것이 중요하다. 마케팅 믹스는 타겟그룹의 변화하는 니즈를 충족시키고 역동적인 시장환경의 변화에 부응하기 위해 주기적으로 수정할 수 있다.


제품(Product)

역사적으로 좋은 제품은 저절로 팔린다라는 생각이 있었다. 그러나 오늘날 경쟁이 심한 시장환경에서 더 이상 나쁜 제품은 없다. 또한 법적으로 소비자는 불량품에 대해서는 반품할 수 있는 권리를 가지고 있다. 그러므로 제품관련한 질문은 조직은 그 조직의 고객이 원하는 것을 창조하고 있는가로 바뀌어야 한다. 고객의 니즈를 충족시키는 제품 또는 서비스의 특징을 정의하라. 기능; 질; 외관; 포장; 브랜드; 서비스; 지원; 워런티.
가격(Price) 타겟고객은 어느정도 지불할 의사가 있는가? 여기서 가격책정 전략에 대한 결정을 한다 - 단지 자연스럽게 가격이 형성되게 하지 마라! 당신이 제품이나 서비스에 대한 (충분한) 돈을 요구하지 않기로 결정하더라도, 이것은 의식적인 결정이고, 가격책정 전략의 일부라는 것을 깨달아야 한다. 비록 가격경쟁이 인류만큼 오래된 것이라해도, 소비자들은 여전히 가격할인과 특별 제안 등에 민감하게 반응한다. 가격은 또한 불합리적인 측면이 있다: 비싼 것은 반드시 좋아야 한다. 영원히 가격경쟁을 하는 것은 많은 기업들에게 매우 민감한 접근방식은 아니다. 정가; 할인; 융자; 임대계약 선택권; 에누리.
유통(Place) 소비자들이 적정한 시간과 장소에서 필요한 수량을 이용할 수 있는가? 최근 비즈니스의 주요한 변화의 일부가 유통변화에서 일어나고 있다. 인터넷 및 이동 전화를 생각하십시오. 위치; 물류관리; 경로 구성원; 채널 동기부여; 시장 커버리지; 서비스 수준; 인터넷; 모바일.
촉진(Promotion) 선택된 타겟그룹은 어떤 기업과 그 제품들에 대한 정보를 알고 있는가(방법)? 이것은 매매 병기고 - 판매하는, 판매 촉진, Direct Marketing [다이렉트 마케팅], 홍보 활동, 등등 광고에 있는 모든 무기를 포함한다. 오늘날 다른 3개의 가 많은 의미를 잃고 있는 반면, 촉진의 중요성은 더욱 커졌다. 광고; 홍보 활동; 메시지; 직적 판매; 판매; 매체; 예산.

마케팅 믹스의 기능은 타겟그룹내 고객의 니즈를 충족시키는 것뿐만아니라 조직의 성과를 극대화할 수 있는 패키지를 개발하는데 도움을 주는 것이다. 마케팅 믹스모델에서 P의 숫자를 4개에서 5개로 하려는 많은 시도가 있었다. 가장 많이 언급된 것이 사람(People) 또는 직원(Personnel)이다. Booms와 Bitner는 서비스 지향적인 회사를 위한 7 Ps 접근을 건의했다.


참고도서: Nirmalya Kumar - Marketing As Strategy: Understanding the CEO's Agenda.

참고도서: David A. Aaker - Strategic Marketing Management


시그(SIG)

가입

마케팅 믹스 시그(SIG).



시그(SIG) (38 개 회원)

포럼

새로운 주제

마케팅 믹스 포럼.


4P Implementation Steps. Order of Implementing the 4Ps?
I would like to know what steps one takes in a 4P implementation. Is there any particular order? Please inform me. (...)
77
 
5 개의 댓글
Add Image to Marketing Mix: 4P + I
The four P`s needs an additional I for Image. This is especially relevant for high-involvement products. (...)
13
 
4S Web Marketing Mix
Constantinides constructed a 4S Internet Marketing Mix. The 4S's stand for Site, Synergy, Scope and System. For example, (...)
12
 
Customers' Value Bundle
I think I saw the term(s) in P. Kotler's book. the word "Product" makes your thinking centered around the physical prod (...)
8
 
2 개의 댓글
Customer in Center of 4Ps
Why is the customer placed in the center of the 4ps? (...)
8
 
1 개의 댓글
The five V's for Marketing Mix
Value, Viability, Volume, Variety, Virtue, (...)
7
 
The 5 Product Levels Model (Kotler)
PRODUCT
What is a Product really? It is anything that a firm offers to satisfy the needs or wants of the market. Th (...)
6
 
4 개의 댓글
Kotler's New 4C Marketing Mix for the Digital Economy
In the digital economy the conventional Marketing Mix with 4P's must evolve to accommodate more customer participation. (...)
6
 
16 개의 댓글
New Marketing Mix Concept: SAVE
We are familiar with the concept of 4P of marketing, Product, Place, Price and Promotion.
We are finding that these (...)
3
 
1 개의 댓글
The Role of Culture in Marketing Mix : C4P's ?
All I can say about Marketing Mix is that maybe also the Culture is also important. Maybe we could have called the 4P's (...)
2
 
1 개의 댓글
Necessary Skills of Marketers
According to Kotler (1972), effective marketing consists of analysing, planning, organising and controlling marketing ef (...)
2
 
4Ps are Not Optional, but Key Issues that MUST be addressed
The concept of a Marketing Mix implies that these are not options. In practice the 4Ps represent the key questions or i (...)
1
 
How the Marketing Mix Influences Operations
Can anyone explain the relevance of the marketing plan to operations management in an organization with an example? (...)
1
 
1 개의 댓글
Marketing Mix Modelling
Hi all... What statistical techniques are used in marketing mix modelling?
How are they used? Please share your bes (...)
0
 
What are the Implications for 4Ps if the Exchange Rate Changes
What are the implications for international marketing in case the exchange rates change?
How do changes in exchange (...)
-4
 

 

모범 사례

회원이 되세요

마케팅 믹스에 대한 최고 평점 토론 주제. 여기에서 가장 가치있는 아이디어와 실용적인 제안을 찾을 수 있습니다.


Before using the Marketing Mix
Most marketers emphasize the marketing mix. In my opinion, The most important part of the marketing plan is knowing wha (...)
114
 
5 개의 댓글

Impact of Marketing Plan on Employees?
Does a marketing plan have any impact upon the employees? Which? (...)
54
 
2 개의 댓글

4th P includes Image and Reputation
Note that image and/or reputation are part of the P of Promotion. (...)
54
 
Marketing Mix in Recession
In view of the recession, how have the marketers adjusted their marketing strategies in terms of the 4P's in marketing i (...)
53
 
Marketing Mix P's for Online Companies
I have a question, how will you prioritize the p's for an online company like for amazon.com? (...)
49
 
4 개의 댓글

Marketing of Services and Non Purely Physical Products?
Most of today's products are not purely physical. We are also offering intangible values like brand feelings and after- (...)
37
 
2 개의 댓글

Quotes on Marketing Mix
Do you know some deep, famous or funny Quotes on the Marketing Mix? Quotations? Proverbs? Please share them as a reactio (...)
34
 
Examples of Marketing Mix
I would like to see an example of the 4 ps of marketing with an example of air condition? (...)
26
 
Marketing = Marketing Mix + Customers = 4P's + C
My teacher said that Marketing is the 4Ps plus a C (Customers). And he didn't explain it, so I really don't understand i (...)
25
 
3 개의 댓글

Marketing Mix Alternatives
Are there any credible alternatives to the marketing mix? (...)
24
 
1 개의 댓글

Marketing Mix for Business Planning
Define the service, develop a benefit list, focus on what makes the business different from the competition, develop the (...)
16
 
2 개의 댓글

Promotion Mix | Marketing Communications Mix
The term Promotion Mix (PM), also called Marketing Communications Mix, must not be confused with the Marketing Mix (4 Ps (...)
14
 
11 개의 댓글

What About This Period
In the current situation of recession I think even the top marketing methods are not working. These days the customer lo (...)
14
 
4 개의 댓글

Why is Using the Marketing Mix Important?
What is the significance of an effective marketing mix? (...)
10
 
4 개의 댓글

4Ps renamed: the SIVA model
An interesting customer-focused variant of the 4Ps was suggested by Chekitan S. Dev and Don E. Schultz in Marketing Mana (...)
10
 
3 개의 댓글

Add a Living Element to the Marketing Mix
Ask any MBA student on the fundamentals of marketing and he will tell you about the 4Ps, Product, Price, Place and Promo (...)
6
 
15 개의 댓글

What is the 5P's Marketing Mix?
I want to know the following about the 5P model:
Where exactly does it fit in marketing and marketing research? Tha (...)
5
 
3 개의 댓글

전문가 팁

회원이 되세요

Marketing Mix | The 4Ps에 대한 고급 통찰력 (영어). 여기에서 전문가의 전문적인 조언을 찾을 수 있습니다.


A Marketing Mix that Recognizes the Power of the Customer

Marketing, Strategy, Marketing Mix
Chekitan S. Dev and Don E. Schultz - like Lauterborn's 4C's -argue that today the customer has the power and can vote wi (...)

How to Determine the Right PRICING?

Steps to Strategic Pricing
One of the 4 P's is Pricing. To help managers find the right price for a product/service, Kim and Mauborgne have develop (...)

The Most Complete Marketing Mix

Marketing, Strategy, Marketing Mix
The 'Total Marketing Mix' includes 4Ps, 4Cs,4As and 4Os: 4Ps: Product, Price, Promotion and Place 4Cs: Customer needs, (...)

The Renewed 4P Marketing Mix

Marketing, Strategy, Marketing Mix
Arussy suggests in his article "Congratulations, You Are at Par: The New Four P's" that the traditional 4P's are no long (...)

Understanding your Customer's Needs

Customer Targeting and Strategy
In order to transform your customers experience and to better understand your customers needs, it is helpful to constr (...)

Are the variables really controllable?

Marketing Strategy
A key assumption of the 4PS model is that the 4 variables are controllable and can be 'mixed' by the marketer into an op (...)

Marketing Mix from the Customer Perspective

Marketing, Strategy, Marketing Mix
In contrast to the 4P's Marketing Mix by McCarthy, Robert Lauterborn suggests a 4C's Marketing Mix model in order to con (...)

The Role of the 4P's in an Online Enviroment

E-Marketing, Strategy
Although the 4P's are not the critical factors in an online environment, they are still more or less important and neces (...)

The Goals of Marketing

Marketing, Strategy, Marketing Mix
No matter your words combination, according to marketing consultant Don Debelak (Streetwise Marketing Plan, 2000) we hav (...)

Going Global: Adaptation of Marketing Mix Components

Marketing Strategy, Global Marketing, International Marketing, Marketing Mix, 4Ps
As we all know, companies that conduct business internationally are often adapting their products to the markets served. (...)

Don't Forget Internal Marketing

Involving your Employees, Internal Marketing Best Practices
Besides external marketing, dealing with the image, look and view how customers see or define your organization, interna (...)
정보 출처

회원이 되세요

마케팅 믹스 에 대한 다양한 정보 출처. 여기에서 자신의 강의 및 워크샵에 사용할 파워 포인트, 비디오, 뉴스 등을 찾을 수 있습니다.


How Integrated Marketing Works

Marketing, Promotion, Branding, 4 Ps, 7 Ps
Integrated Marketing Communications (IMC) is designed to leverage the intrinsic strengths of each communication discipli (...)

External Environment In-depth: Sub-types and How to Manage Them

External Environment, Environmental Scanning, Environmental Management, Competitive Environment
This presentation covers the topic of external environments and includes the following sections: 1. Environmental Scann (...)

Overview of Pricing and Pricing Strategies

Pricing
This presentation contains an overview of various pricing strategies, including for example pricing based on competition (...)

Product Packaging

Marketing, Sustainable Business, Environmental Sustainability, Packaging
In-depth presentation about packaging and sustainable packaging. The presentation is very extensive and uses head sectio (...)

The 2 Worlds of Marketing and Sales

Making Sales and Marketing Work Together, Understanding the Differences
Funny explanation of Marketing versus Sales by contrasting and comparing them with short sketches. (...)

What is Integrated Marketing?

Integrated Marketing, Communication, Promotion, Branding, IMC
In short, Integrated Marketing Communication (IMC) is the application of consistent messages on a company, brands, produ (...)

Funny Intro to Marketing Concepts in 2 Minutes

Initial Understanding of Marketing Terms, Marketing Intro, Marketing Fun, Trainings, Workshops
Funny explanation of direct marketing, advertising, telemarketing, public relations, brand recognition, customer feedbac (...)

Marketing Communications Mix

Marketing Communications Mix, Database Marketing, Online Marketing
Five major tools (i.e. Advertising, Personal Selling, Sales Promotion, Public Relations, and Direct Marketing) melded to (...)

Introduction and Summary of the 4P's

Initial Understanding of the 4P's, Trainings, Workshops
Short, very basic introduction of the 4 Ps or the Marketing Mix, a business framework that helps marketers to consider 4 (...)

추가 연구 링크

회원이 되세요

마케팅 믹스다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 .


뉴스 영화 프리젠 테이션 서적 더

뉴스

영화

프리젠 테이션

서적


4P 관련개념 : Extended Marketing Mix 확장된 마케팅믹스 (7 Ps)  |  4S 웹 마케팅 믹스  |  3C's  |  Product/Market Grid [제품/시장 그리드]  |  SERVQUAL[서브퀄, 서비스품질측정]  |  Competitive Advantage framework [경쟁우위모델]  |  BCG 매트릭스  |  Bass Diffusion Model [Bass확산모델]  |  Positioning [포지셔닝]  |  Co-Creation [코크리에이션, 소비자연계가치창조]  |  Disruptive Innovation [파괴적 혁신]  |  Relationship Marketing [관계마케팅]


다른 페이지로 이동: 의사소통과 기법들  |  마케팅  | 전략  |  공급망관리와 품질


관리 방법, 모형 및 이론

시그(SIG)

마케팅 믹스 관심이 있습니까? 우리 SIG 리더가 되십시오

 


12manage소개 | 광고 | 12manage링크하기 / 우리를 인용 | 개인정보보호 | 제안 | 이용약관
© 2021 12manage - The Executive Fast Track. V15.8 - 마지막 업데이트: 2-8-2021. 그들의 소유자의 ™ 모든 이름.