Marketing mix model Introduction.docVIP

 PAGE \* MERGEFORMAT 8 ‘Marketing mix model’ Introduction Senior U.S. ‘Direct marketing’ experts DONALD R. LIBEY, in the latest issue of the United States ‘Direct Marketing News’ (DM NEWS) allow the company listed on the author’s chiefs to sleep for four issues, one of which is how to rational allocation of marketing budget? Specifically, it is a variety of marketing channels and methods, should be treated separately how much money to get the maximum return is 100 percent all the way into the budget for TV ads? Or do as part of a certain share of the TV, do part of the network? Is not on this basis should also consider direct mail or e-mail? Even if the decisions are made, then the proportion of capital investment should be in the end how much they are? The answer will come from, called ‘marketing mix model’ (MARKETING MIX MODEL) data processing methods. In the United States and other Western countries, ‘the marketing mix model’ as a marketing analysis, as early as three to four decades ago to occupy a certain position in the academic community, but only slowly in recent years have been truly applied to the enterprise management. The transition from theory to practice, mainly from two factors, first of all is that today’s businesses are increasingly facing the belt-tightening of the stress, marketing budgets are often naturally became the object have been reduced, in order to keep marketing expenses share, the company marketing department can use the ‘marketing mix model’ provided by the data to reflect the marketing activities to bring a direct impact on corporate profits, spending cuts will ultimately affect the company’s annual performance. Second, the ‘marketing mix model of’ more and more popular, another factor is the diversification of marketing channels and methods. The television, radio, newspapers and traditional advertising based media is no longer thriving, Internet, mobile phones, search engines, the diversification of means of direct marketing f