marketing-mix-4ps-市场分析报告课件.ppt

1、Marketing Management PromotionPricePlaceProductProduct policy A product can be anything a prospective customer considers to be of value,such as a good,a service,a person,a place or an idea.deals with satisfying a buyers wants and designing a value offering with the desired characteristics.It also in

2、volves the creation or alteration of packages and brand names and may include decisions about guarantees and repair services.Product DecisionsCORE PRODUCTExpected/ActualProductFeaturesQualityDesignPackagingDeliveryInstallationCreditBrandAdditional servicesAfter-salesWarrantyAugmented Product附加产品Pote

3、ntial ProductFuture offerings?Value addedPricing policy This is about deciding on a pricing strategy.A more useful and modern concept is to focus on the markets view of payment or cost to the user.The price variable relates to activities associated with establishing pricing policies and determining

4、product prices.Price is a critical component of the marketing mix because(1)consumers are concerned about the value obtained in an exchange.(2)is the only revenue-generating element.Customers Perspective of Pricing Price AssessmentFunctional OperationalQualityPersonal/Symbolic External Influences On

5、 The Pricing DecisionPricing DecisionCustomers andConsumers Legal andRegulatoryCompetitorsEconomic ForcesChannels ofDistributionInternal Influences On The Pricing DecisionPricing DecisionOrganizationalObjectivesMarketingObjectivesCostsPlace Place or placement is about delivering value and focusing o

6、n distribution.It looks primarily at logistics and channels of distribution,and achieving convenience or accessibility value for the customer.Place is the most long term of all the marketing mix elements;it is the most difficult to change in the short term.Distribution(Place)Decisions Distribution c

7、hannels-Intermediaries?Facilitators?Market coverage(inclusive包容销售,selective选择性销售,or exclusive distribution独家总经销)?Inventory management?Warehousing?Order processing?Transportation?Promotions Promotion includes advertising,personal selling,sales promotion and publicity(marketing public relations).The m

8、odern approach is to see this as communicating value and incorporating it in the concept of integrated marketing communications.The promotion variable relates to activities used to inform one or more groups of people about an organisation and its products.Promotion DecisionsPromotional MixAdvertisin

9、gPublic RelationsSales PromotionPersonal SellingDirectMarketingInternet/E-commerce The task of Promotion is to target customers and Communicate with them An integrated mix of promotional techniques should reach customers by all available channelsThe marketing process Analysis Collecting data on 8 Os

10、 and using various quantitative and qualitative techniques of marketing research.Planning The blue print generated to react to and exploit the opportunities in the market place,which involves long term and short term strategies(PEST,SWOT).Implementation Carrying out of the planned activity Control mechanisms Monitoring of environmental forces,competitors,channel participants and customer receptiveness.祝您成功！