Marketing Mix[营销组合]
(4Ps)

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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] -

论坛 新主题 营销组合论坛。 🔥 新 4PS重命名：SIVA模型 Chekitan S. Dev和Don E. Schultz在2005年1、2月刊的《市场管理》（第14卷）上发文，提出了一个顾� (...) 3   0个反应 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、含义深刻或者轻松活泼的谚语或名言吗？如果你知 (...) 2   0个反应 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个反应 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个反应 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个反应 Customer in Center of 4Ps Why is the customer placed in the center of the 4ps? (...) 8   1个反应 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个反应 The five V's for Marketing Mix Value, Viability, Volume, Variety, Virtue, (...) 7   0个反应 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个反应 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个反应 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个反应 Necessary Skills of Marketers According to Kotler (1972), effective marketing consists of analysing, planning, organising and controlling marketing ef (...) 2   0个反应 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个反应 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个反应 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个反应 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个反应 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个反应

最佳实践 注册 关于营销组合的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 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个反应 4th P includes Image and Reputation Note that image and/or reputation are part of the P of Promotion. (...) 54   0个反应 Impact of Marketing Plan on Employees? Does a marketing plan have any impact upon the employees? Which? (...) 54   2个反应 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个反应 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个反应 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个反应 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个反应 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个反应 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个反应 Marketing Mix Alternatives Are there any credible alternatives to the marketing mix? (...) 24   1个反应 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个反应 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个反应 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个反应 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个反应 Why is Using the Marketing Mix Important? What is the significance of an effective marketing mix? (...) 10   4个反应 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个反应 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个反应

专家提示 注册 关于Marketing Mix | The 4Ps（英语）的高级见解。在这里，您将找到专家的专业建议。 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 (...)

信息来源 注册 有关营销组合的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。

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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