2024年4月22日发(作者：剑沛儿)
The Marketing Mix: 4 P’s of Marketing
1960 年，麦卡锡提出了著名的4P组合。麦卡锡认为，企业从事市场营销活动，一方面要考虑
企业的各种外部环境，另一方面要制订市场营销组合策略，通过策略的实施，适应环境，满足目标市
场的需要，实现企业的目标。麦卡锡绘制了一幅市场营销组合模式图，图的中心是某个消费群，即目
标市场，中间一圈是四个可控要素：产品（Product）、地点（Place）、价格（Price）、促销（Promotion），
即4ps 组合。在这里，产品就是考虑为目标市场开发适当的产品，选择产品线、品牌和包装等；价格
就是考虑制订适当的价格；地点就是讲要通过适当的渠道安排运输储藏等把产品送到目标市场，促销
就是考虑如何将适当的产品，按适当的价格，在适当的地点通知目标市场，包括销售推广、广告、培
养推销员等。图的外圈表示企业外部环境，它包括各种不可控因素，包括经济环境、社会文化环境、
政治法律环境等。麦卡锡指出，4ps 组合的各要素将要受到这些外部环境的影响和制约。
Marketing is defined as the activity of
presenting the products a company produces to
potential customers in the best possible way in order to make sales
.
The 4 P's of marketing are: product, price, place and promotion.
1. Product means product design and packaging that will attract customers. Making
product lines that are different from other companies (product differentiation) to meet the
needs of well-defined market segments is essential. Every product is subject to a life-cycle
including a growth phase followed by an eventual period of decline as the product
approaches market saturation. To retain its competitiveness in the market, product
differentiation is required and is one of the strategy to differentiate from its competitors.
2. Price means finding a suitable price for the product which depends on the company's
market share and how competitive the market is. Luxury goods often sell at a premium far
above cost, while stocks of less popular products are often liquidated at heavy discounts in
sales.
includes distribution or logistics which means getting the product from the
factory to the customer through various channels, usually through stores (retailing) or direct
sales to customers in their home and increasingly through websites (e-commerce). It can
include any physical store as well as virtual stores on the Internet.
4. Promotion includes all communications to customers. Developing brand awareness
among potential customers is critical. Advertising can be on broadcast media such as TV or
the radio, or in print media such as newspapers or magazines, as well as roadside billboards.
Public relations departments in companies prepare press releases which are sent to the
media in an attempt to get free news coverage for new products. Sponsorship deals,
exhibitions, conferences, conventions, seminars or trade fairs and other events with
presenters as well as plain old word of mouth advertising are also used to promote products.
Impromptu speech: (a mobile phone producer)
1. Current Market Analysis; (Deputy General Manager, interpreter)
2. Marketing strategies; (Manager of the Marketing Department, interpreter)
3. Questions from the media; (3-5 students ask the question; Manager of the Planning
Department )
2024年4月22日发(作者：剑沛儿)
The Marketing Mix: 4 P’s of Marketing
1960 年，麦卡锡提出了著名的4P组合。麦卡锡认为，企业从事市场营销活动，一方面要考虑
企业的各种外部环境，另一方面要制订市场营销组合策略，通过策略的实施，适应环境，满足目标市
场的需要，实现企业的目标。麦卡锡绘制了一幅市场营销组合模式图，图的中心是某个消费群，即目
标市场，中间一圈是四个可控要素：产品（Product）、地点（Place）、价格（Price）、促销（Promotion），
即4ps 组合。在这里，产品就是考虑为目标市场开发适当的产品，选择产品线、品牌和包装等；价格
就是考虑制订适当的价格；地点就是讲要通过适当的渠道安排运输储藏等把产品送到目标市场，促销
就是考虑如何将适当的产品，按适当的价格，在适当的地点通知目标市场，包括销售推广、广告、培
养推销员等。图的外圈表示企业外部环境，它包括各种不可控因素，包括经济环境、社会文化环境、
政治法律环境等。麦卡锡指出，4ps 组合的各要素将要受到这些外部环境的影响和制约。
Marketing is defined as the activity of
presenting the products a company produces to
potential customers in the best possible way in order to make sales
.
The 4 P's of marketing are: product, price, place and promotion.
1. Product means product design and packaging that will attract customers. Making
product lines that are different from other companies (product differentiation) to meet the
needs of well-defined market segments is essential. Every product is subject to a life-cycle
including a growth phase followed by an eventual period of decline as the product
approaches market saturation. To retain its competitiveness in the market, product
differentiation is required and is one of the strategy to differentiate from its competitors.
2. Price means finding a suitable price for the product which depends on the company's
market share and how competitive the market is. Luxury goods often sell at a premium far
above cost, while stocks of less popular products are often liquidated at heavy discounts in
sales.
includes distribution or logistics which means getting the product from the
factory to the customer through various channels, usually through stores (retailing) or direct
sales to customers in their home and increasingly through websites (e-commerce). It can
include any physical store as well as virtual stores on the Internet.
4. Promotion includes all communications to customers. Developing brand awareness
among potential customers is critical. Advertising can be on broadcast media such as TV or
the radio, or in print media such as newspapers or magazines, as well as roadside billboards.
Public relations departments in companies prepare press releases which are sent to the
media in an attempt to get free news coverage for new products. Sponsorship deals,
exhibitions, conferences, conventions, seminars or trade fairs and other events with
presenters as well as plain old word of mouth advertising are also used to promote products.
Impromptu speech: (a mobile phone producer)
1. Current Market Analysis; (Deputy General Manager, interpreter)
2. Marketing strategies; (Manager of the Marketing Department, interpreter)
3. Questions from the media; (3-5 students ask the question; Manager of the Planning
Department )