国际营销英语Unit 3 Marketing mix.pptx

Unit 3 Marketing mix Marketing mix It is a planned mix of the controllable elements in a marketing plan, traditionally termed as 4Ps: product, price, place, and promotion. (McCarthy in 1960) Then political power and public relationship were added to 4Ps by Kotler in the 1920s. Then further development… product It refers to a physical product or service or an idea which is needed in the market. Physical product ——tangible Service (an idea may be part of service) ——intangible Elements for consideration about a product Product attributes Product lines Branding Packaging and labeling Lif