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4P理論產生於20世紀60年代的美國,隨著營銷組合理論的提出而出現的。1953年,尼爾·博登(Neil Borden)在美國市場營銷學會的就職演說中創造了“市場營銷組合”(Marketing mix)這一術語,其意是指市場需求或多或少的在某種程度上受到所謂“營銷變數”或“營銷要素”的影響。為了尋求一定的市場反應,企業要對這些要素進行有效的組合,從而滿足市場需求,獲得最大利潤。營銷組合實際上有幾十個要素(博登提出的市場營銷組合原本就包括12個要素),傑羅姆·麥卡錫(McCarthy)於1960年在其《基礎營銷》(Basic Marketing)一書中將這些要素一般地概括為4類:產品(Product)、價格(Price)、渠道(Place)、促銷(Promotion),即著名的4Ps。1967年,菲利普·科特勒在其暢銷書《營銷管理:分析、規劃與控制》第一版進一步確認了以4Ps為核心的營銷組合方法,即: 產品(Product):註重開發的功能,要求產品有獨特的賣點,把產品的功能訴求放在第一位。 價格 (Price): 根據不同的市場定位,制定不同的價格策略,產品的定價依據是企業的品牌戰略,註重品牌的含金量。 分銷 (Place): 企業並不直接面對消費者,而是註重經銷商的培育和銷售網路的建立,企業與消費者的聯繫是通過分銷商來進行的。 促銷(Promotion):企業註重銷售行為的改變來刺激消費者,以短期的行為(如讓利,買一送一,營銷現場氣氛等等)促成消費的增長,吸引其他品牌的消費者或導致提前消費來促進銷售的增長。
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4Ps營銷理論的理論框架
4Ps的提出奠定了管理營銷的基礎理論框架。該理論以單個企業作為分析單位,認為影響企業營銷活動效果的因素有兩種: 可控因素 | 不可控因素 | 產品、價格、分銷、促銷 | 社會、人口、技術、經濟、環境/自然、政治、法律、道德、地理 | 內部環境 | 外部環境 | 一種是企業不能夠控制的,如社會/人口(Social/demographic)、技術(Technological)、經濟(Economic)、環境/自然(Environmental/Natural)、政治(Political)、法律(Legal)、道德(Ethical)、地理因素(Geographical Factor)等環境因素,稱之為不可控因素,這也是企業所面臨的外部環境; 一種是企業可以控制的,如產品、價格、分銷、促銷等營銷因素,稱之為企業可控因素。企業營銷活動的實質是一個利用內部可控因素適應外部環境的過程,即通過對產品、價格、分銷、促銷的計劃和實施,對外部不可控因素做出積極動態的反應,從而促成交易的實現和滿足個人與組織的目標,用科特勒的話說就是“如果公司生產出適當的產品,定出適當的價格,利用適當的分銷渠道,並輔之以適當的促銷活動,那麼該公司就會獲得成功”(科特勒,2001)。所以市場營銷活動的核心就在於制定並實施有效的市場營銷組合。 註:P1—Product(產品) P2—Price (價格) P3—Place (渠道) P4—Promotion (促銷) 此模型優勢是顯而易見的:它把企業營銷活動這樣一個錯綜複雜的經濟現象,概括為三個圓圈,把企業營銷過程中可以利用的成千上萬的因素概括成四個大的因素,即4Ps理論——產品、價格、渠道和促銷,的確非常簡明、易於把握。得益於這一優勢,它不徑而走,很快成為營銷界和營銷實踐者普遍接受的一個營銷組合模型。
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4Ps營銷的評價[1]
儘管營銷組合概念和4Ps觀點被迅速和廣泛的傳播開來,但同時在有些方面也受到了一些營銷學者特別是歐洲學派的批評。這主要有以下幾點: (1)營銷要素只適合於微觀問題,因為它只從交易的一方賣方來考慮問題,執著於營銷者對消費者做什麼,而不是從顧客或整個社會利益來考慮,這實際上仍是生產導向觀念的反映,而沒有體現市場導向或顧客導向,而且它的重點是短期的和純交易性的;

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