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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。

产品（Product）	历史上，对于产品的传统认识是：好酒不怕巷子深，好产品必有市场和顾客。然而，在当今竞争白热化的市场上，再没有坏产品，都是好产品在相互竞争。与此同时，很多法律也赋予了消费者无偿退回劣质品的权利。所以现在的问题就变成了：公司所生产的产品是不是顾客所需要的。因此，公司必须根据顾客需求，准确定义自己的产品或服务。	功能、质量、外观、包装、品牌、服务、支持、保证。
价格（Price）	意欲购买公司产品或服务的顾客究竟愿意付出多大代价？这里，我们就要用到价格战略——对此，决不能等闲视之！就算你的产品或服务价格很低，你仍然要意识到这是一个必须认真思考的决定，这是你价格战略的一部分。尽管价格竞争的历史几乎与人类的历史同样久远，但是，消费者至今仍然对价格折扣、特价优惠非常敏感。价格也有无理性的一面，例如，认为贵的就是好的。对于大部分公司来说，把价格战作为一项长期战略决不是一个明知的做法。	定价、折扣、资金筹措、融资租赁、限量供应。
地点（Place）	在准确的地点、准确的时间，并以准确度数量提供产品或服务。当今商业环境的变化亦对“地点”产生了影响。我们可以想一想互联网和移动电话。	方位、物流、渠道成员、渠道动机、市场覆盖、服务水准、互联网、移动电话。
促销（Promotion）	如何向目标顾客传递公司及公司产品的信息？为此，市场商战中的十八般武器一样都不能少——广告、销售、销售促进、Direct Marketing[直销]、公关，等等。当其他3P（产品、价格、地点）正在今日商战中逐渐失去其意义，促销（Promtion）却愈加受到重视。	广告、公关、消息、直销、销售、媒介、预算。

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 (52名成员)

营销组合论坛

关于这个主题的讨论：营销组合。

🔥	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� (...)

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	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 (...)

	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. (...)

	4th P includes Image and Reputation Note that image and/or reputation are part of the P of Promotion. (...)

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	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 (...)

	Examples of Marketing Mix I would like to see an example of the 4 ps of marketing with an example of air condition? (...)

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	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 makes the business different from the competition, develop the (...)

	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 (...)

	Promotion Mix \| Marketing Communications Mix The term Promotion Mix (PM), also called Marketing Communications Mix, must not be confused with the (4 Ps). In fact, t (...)

	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. (...)

	4S Web Marketing Mix Constantinides constructed a 4S . The 4S's stand for Site, Synergy, Scope and System. For example, Place is not suited f (...)

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

	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 "Product" makes your thinking centered around the physical prod (...)

	The five V's for Marketing Mix Value, Viability, Volume, Variety, Virtue, (...)

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	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. (...)

	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 (...)

	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 (...)

	Product Line Pricing WHAT IS PRODUCT LINE PRICING? INTRODUCTION Normally companies have a range of products (rather than single produ (...)

	Necessary Skills of Marketers According to Kotler (1972), effective marketing consists of analysing, planning, organising and controlling marketing ef (...)

	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 (...)

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	How the Marketing Mix Influences Operations Can anyone explain the relevance of the marketing plan to operations management in an organization with an example? (...)

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营销组合最佳实践

在这里，您将找到过去最有价值的讨论。

🥇	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? (...)

🥈	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 (...)

Marketing Mix | The 4Ps专家提示（英语）

在这里，您将找到专家的建议。

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营销组合信息来源

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Marketing Mix[营销组合] (4Ps)

摘要，论坛，最佳做法，专家提示和资源。

什么是营销组合？ 释义

Marketing Mix[营销组合]
(4Ps)

什么是营销组合？释义