4p——4c——4r——4s（4p - 4c - 4r - 4s）.docVIP

4p——4c——4r——4s（4p - 4c - 4r - 4s） 4P - 4C - 4R - 4S 4P 4P is the American Marketing scholar Professor Mccarthy proposed in twentieth Century 60s, including the product price (Product), (Price), channel (Place) and sales (Promotion). He believes that a successful and complete marketing activities, means to appropriate products, suitable price, appropriate channels and appropriate communication promotion means, will be appropriate product and service delivery to specific market. The combination of products include: product, service, brand, packaging entity. It refers to the target market of the enterprise to provide a collection of goods and services, including product utility, quality, appearance, style, brand, packaging and specifications, including service and guarantee etc.. The combination of the Pricing: basic price, discount price, payment time, lending conditions etc.. It means enterprises sell products in pursuit of economic returns. The place is usually called the distribution combination: it mainly includes distribution channels, storage facilities, transportation facilities, inventory control, it represents the enterprise in order to make their products into the market and achieve the goals of the organization, the implementation of various activities, including methods, links, places, warehousing and transportation etc.. Promotion: refers to the enterprise to use all kinds of information carrier and target market communication activities, including advertising, personal selling, sales promotion and public relations. The above 4P (product, price, place and promotion) can control factors is the main means of the marketing process, also is the enterprise marketing activities, the specific use of them, the formation of enterprise marketing strategy. ---------------------------------------------------------------------------------------------------------------------------------- 4C 4C theory is proposed by Professor Lauter, an American marketing expert in 1990