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 -

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 반응 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   0 반응 4S Web Marketing Mix Constantinides constructed a 4S Internet Marketing Mix. The 4S's stand for Site, Synergy, Scope and System. For example, (...) 12   0 반응 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 반응 Customer in Center of 4Ps Why is the customer placed in the center of the 4ps? (...) 8   1 반응 The five V's for Marketing Mix Value, Viability, Volume, Variety, Virtue, (...) 7   0 반응 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. (...) 6   16 반응 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 are (...) 3   1 반응 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 반응 Necessary Skills of Marketers According to Kotler (1972), effective marketing consists of analysing, planning, organising and controlling marketing ef (...) 2   0 반응 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   0 반응 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 반응 Marketing Mix Modelling Hi all... What statistical techniques are used in marketing mix modelling? How are they used? Please share your best pr (...) 0   0 반응 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 rat (...) -4   0 반응

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 반응 Impact of Marketing Plan on Employees? Does a marketing plan have any impact upon the employees? Which? (...) 54   2 반응 4th P includes Image and Reputation Note that image and/or reputation are part of the P of Promotion. (...) 54   0 반응 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   0 반응 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 반응 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 반응 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   0 반응 Examples of Marketing Mix I would like to see an example of the 4 ps of marketing with an example of air condition? (...) 26   0 반응 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 반응 Marketing Mix Alternatives Are there any credible alternatives to the marketing mix? (...) 24   1 반응 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 반응 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 반응 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 반응 Why is Using the Marketing Mix Important? What is the significance of an effective marketing mix? (...) 10   4 반응 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 반응 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 반응 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? Thank y (...) 5   3 반응

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 customer�s experience and to better understand your customer�s 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.

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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