Marketing Mix[营销组合]
(4Ps)

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对市场做出最佳反应。 E. Jerome McCarthy的Marketing Mix[营销组合]解析。

什么是营销组合？ 释义

营销组合模型（也称作4P模型）是市场营销人员用于制定市场战略的一个有效工具。 营销经理在运用这一模型时，将4个市场变量（亦有5种、7种之说）按照最佳方式组合起来，从而对目标市场做出最佳反映。 营销组合的市场变量是可控的，认识这一点非常重要。 营销组合可以根据目标群体的需求变化以及市场环境的变化适时做出调整。

营销组合的作用不仅仅是迎合消费者需要，也是为了最大化组织绩效。 已经有很多人对4P营销组合进行了各种不同的扩展， 其中，最为突出的是“人员”（People 或 Personnel）。 此外，Booms和Bitner针对服务导向型公司提出了7P营销组合。

参考书： Nirmalya Kumar - Marketing As Strategy: Understanding the CEO's Agenda..[中译本《大行销时代》，台湾天下杂志，2004] -

参考书： David A. Aaker - Strategic Marketing Management [中译本《战略市场管理》，中国人民大学出版社，2005] -

营销组合 小组 小组 (54名成员)

营销组合论坛   最近的话题   4PS重命名：SIVA模型 Chekitan S. Dev和Don E. Schultz在2005年1、2月刊的《�...           有关市场营销的名谚 你知道哪些有关市场营销的脍炙人口的、含义...           Promotion Mix | Marketing Communications Mix The term Promotion Mix (PM), also called Marketing...           Customer in Center of 4Ps Why is the customer placed in the center of the 4ps?...           Customers' Value Bundle I think I saw the term(s) in P. Kotler's book. the word "Pr...           The five V's for Marketing Mix Value, Viability, Volume, Variety, Virtue,...           Add a Living Element to the Marketing Mix Ask any MBA student on the fundamentals of marketing and he ...           What is the 5P's Marketing Mix? I want to know the following about the 5P model: Where ...           New Marketing Mix Concept: SAVE We are familiar with the concept of 4P of marketing, Product...           The Role of Culture in Marketing Mix : C4P's ? All I can say about Marketing Mix is that maybe also the ...           Necessary Skills of Marketers According to Kotler (1972), effective marketing consists of ...           4Ps are Not Optional, but Key Issues that MUST be addressed The concept of a Marketing Mix implies that these are not op...           How the Marketing Mix Influences Operations Can anyone explain the relevance of the marketing plan to op...           Marketing Mix Modelling Hi all... What statistical techniques are used in marketing ...           What are the Implications for 4Ps if the Exchange Rate Changes What are the implications for international marketing in cas...

最佳实践 - 营销组合   Before using the Marketing Mix Most marketers emphasize the marketing mix. In my opinion, T...           4P Implementation Steps. Order of Implementing the 4Ps? I would like to know what steps one takes in a 4P implementa...           4th P includes Image and Reputation Note that image and/or reputation are part of the P of Promo...           Impact of Marketing Plan on Employees? Does a marketing plan have any impact upon the employees? Wh...           Marketing Mix in Recession In view of the recession, how have the marketers adjusted th...           Marketing Mix P's for Online Companies I have a question, how will you prioritize the p's for an on...           Marketing of Services and Non Purely Physical Products? Most of today's products are not purely physical. We are al...           Quotes on Marketing Mix Do you know some deep, famous or funny Quotes on the Mark...           Examples of Marketing Mix I would like to see an example of the 4 ps of marketing with...           Marketing = Marketing Mix + Customers = 4P's + C My teacher said that Marketing is the 4Ps plus a C (Custo...           Marketing Mix Alternatives Are there any credible alternatives to the marketing mix?...           Marketing Mix for Business Planning Define the service, develop a benefit list, focus on what ma...           What About This Period In the current situation of recession I think even the top m...           Add Image to Marketing Mix: 4P + I The four P`s needs an additional I for Image. This is especi...           4S Web Marketing Mix Constantinides constructed a 4S           4Ps renamed: the SIVA model An interesting customer-focused variant of the 4Ps was sugge...           Why is Using the Marketing Mix Important? What is the significance of an effective marketing mix?...

Expert Tips (ENG) - Marketing Mix | The 4Ps   A Marketing Mix that Recognizes the Power of the Customer Marketing, Strategy, Marketing Mix...       How to Determine the Right PRICING? Steps to Strategic Pricing...       The Most Complete Marketing Mix Marketing, Strategy, Marketing Mix...       The Renewed 4P Marketing Mix Marketing, Strategy, Marketing Mix...       Understanding your Customer's Needs Customer Targeting and Strategy...       Are the variables really controllable? Marketing Strategy...       Marketing Mix from the Customer Perspective Marketing, Strategy, Marketing Mix...       The Role of the 4P's in an Online Enviroment E-Marketing, Strategy...       The Goals of Marketing Marketing, Strategy, Marketing Mix...       Going Global: Adaptation of Marketing Mix Components Marketing Strategy, Global Marketing, International Marketing, Marketing Mix, 4Ps...       Don't Forget Internal Marketing Involving your Employees, Internal Marketing Best Practices...

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比较： Extended Marketing Mix[扩展的营销组合] (7Ps)  |  4S Web Marketing Mix[4S网络营销组合]  |  3C's  |  Product/Market Grid[产品市场方格]  |  SERVQUAL[SERVQUAL法]  |  Competitive Advantage framework[竞争优势架构]  |  BCG Matrix[BCG矩阵]  |  Bass Diffusion Model[巴斯扩散模型]  |  Positioning[定位]  |  Co-Creation[共同创造]  |  Disruptive Innovation[颠覆性创新]  |  Relationship Marketing[关系营销]

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