마케팅 믹스
(4Ps)

지식 센터

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.

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 -

마케팅 믹스 포럼   에 관한 가장 최근의 가지 주제 : 마케팅 믹스. 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. This c (...) 6   4 반응   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. (...) 5   16 반응   Necessary Skills of Marketers According to Kotler (1972), effective marketing consists of analysing, planning, organising and controlling marketing ef (...) 2   0 반응

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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]

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