营销百年(上)——思想创新之光（Marketing for hundred years (above) -- the light of ideological innovation）.docVIP

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营销百年(上)——思想创新之光（Marketing for hundred years (above) -- the light of ideological innovation）.doc

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营销百年(上)——思想创新之光（Marketing for hundred years (above) -- the light of ideological innovation）

营销百年(上)——思想创新之光（Marketing for hundred years (above) -- the light of ideological innovation） Prior to this, there was no marketing mix more widely accepted by companies and society than 4Ps, and he made a P game more attractive to the marketing community. In fact, the marketing mix as a tool is formally proposed by Richard Clevet, who divides marketing elements into products, prices, promotions, and channels. When his student Mccarthy studied marketing at the Northwestern University, he changed the marketing mix of his division to a more convenient way to remember, namely, 4Ps. From then on, began the field of marketing P game. Later, because the service industry rapid development in 70s, combination of tradition can not well meet the needs of the service industry, some scholars added plant fifth P, namely people (PEOPLE); and because the importance of packaging in the packaging of consumer goods marketing, which become the packaging (PACKAGING) another P; in 70s, Kotler stressed that big marketing, and put forward the two P, namely public relations (PUBLICRELATIONS) and Politics (POLITICS). In 70s, when the marketing strategy plan becomes important when Kotler put forward the strategic plan of the 4P process, namely research (PROBING), division (PARTITIONING) (SEGMEN-TATION), namely the subdivision priority (PRIORITIZING), location (POSITIONING). So today, the marketing mix has evolved into 12Ps. 1963: a new tool for deciphering the consumer lifestyle - a thorough understanding of consumers is the biggest problem in marketing, the concept of life style not only provides a more ideal method of market segmentation, but also changed the grasp of consumer ideas and tools. In 1963, William Eliezer attracted the attention of the marketing community, he introduced a fascinating values and lifestyle (VALS--Value andLifestyle). This concept was used by sociologists. A variety of life forms (the values and life attitude) than social class (economic and social status) more viv