The development of marketing mix2.docVIP

The development of marketing mix 21140411059 地质工程 王磊 In 1953, Neil · Borden created “the marketing mix” in the American Market Marketing Academic societys inaugural address to combine this terminology. And in 1960, the university of Michigan professor Jerome McCarthy, in his book “basic marketing” Put forward the enterprise as the core theory of 4ps combination as product, price, place, and promotion[[] 科特勒《营销管理》 ].This is the first time that sum enterprise marketing factors up in these four basic marketing strategy combination, and formed the theoretical basis of modern marketing. A successful company should balance all the factors involved to achieve their marketing plan. Actually,4ps theory is from the perspective of management decision-making research marketing problem.In the view of management decisions, all the factors, which affect the enterprise marketing activities,can be divided into two species.One of them is the factors that enterprises can not control,such as marketing environment, including micro and macro environment.The other is controllable factors, means the thing that under the enterprise’s control,such as product, trademark, brand, price, advertising, channel.4ps is the induction of various kinds of controllable factors[[] 菲利普*科特勒，凯文*莱恩*凯勒?．《营销管理》18版?：上海人民出版社?，2012年8月? ]. Product strategy mainly refers to the enterprise to provide all kinds of suitable for consumer demand for target market of tangible or intangible product way to achieve its marketing objectives.Including the combination of controllable factors and use of product varieties, specifications, style, quality, packaging, characteristic, trademark, brand and various service measures.This offering involve a physical good, a service, or a blend of both. Pricing Strategy mains companies set prices according to market rules and change price to achieve its marketing goals,including using basic price, discount price, allowances, payment term, commercial credit and other controllable facto