Towards a new realm of marketing- On the Road 4P 4C communication.docVIP

 PAGE \* MERGEFORMAT 22 Towards a new realm of marketing: On the Road 4P 4C communication ‘Our product quality is excellent, but why is not selling it? ‘ ‘We looked at a new product is pretty good, it could be why consumers are not interested in? ‘‘ My product pricing is not high, nor do less advertising may be how that one will buy it? ‘ As a business operator, you also encountered these similar problems? ! All of these phenomena exist, all indicate that one of the most fundamental problem - enterprise marketing management level of serious problems, which led to the marketing mix factors resulted in the non-equilibrium. In other words, companies 4P (product, price, channel, promotion) a serious imbalance in a series of problems arising. Faced with this situation, companies need to re-examine their own 4P, and its effective adjustment to make business out of marketing and management functions should be renewed vitality. In the ‘integrated marketing communication’ (IMC) is becoming a ‘trendy’ words, and filled with advertising companies, marketing company, business, academia, today, we look again commonplace for the 4P is not some out of date? In fact, with 4P-centric marketing theory and practice in the past few decades around the world through the practice has been extensive development and recognition. Although some people say that was out of date, or even want to use 4C (consumers, the cost to meet the needs of consumers, consumers shopping convenience, communication) to replace it. Can be seen that these arguments only from the academic point of view of a different problem, or say the same thing just different interpretations. Name aside differences, 4P and 4C are the essence of ‘marketing methodology’, 4C also not exist in isolation from the 4P and between the two are not contradictory. For China’s state-owned and private enterprises, 4P Yehao 4C worth mentioning, it is important is not which one is more ‘fashionable’, but which one is more practical