philipkolter市場營銷第一章重點解析(編輯修改稿)
2025-01-28 14:40 本頁面
【文章內容簡介】 ees its petitors as all panies that manufacture products that supply the same service Beer:??? All the alcoholic liquor products panies Generic petition A pany sees its petitors as all panies that pete for the same consumer dollars. Beer:??? Food Drink I. Marketing Environment II. Marketing Mix III. Company orientations toward the marketplace IV. How business and marketing are changing V. Company Responses and Adjustments VI. Marketer Responses and Adjustments Marketing Environment The overall marketing environment consists of: task environment broad environment The task environment includes the immediate actors involved in producing, distributing,and promoting the offering. Material suppliers and service suppliers such as marketing research agencies, advertising agencies, banking and insurance panies, are included in the supplier group. The broad environment consists of six ponents: ★ demographic environment ★ economic environment ★ natural environment ★ technological environment ★ politicallegal environment ★ socialcultural environment Marketing Mix(營銷組合 ) Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. They are four Ps of marketing: product, price, place, and promotion. Marketing Mix Target Market Product Product variety Quality Design Features Brand name Packaging Size Services Warranties Returns Price List price Discounts Allowances Payment period Credit terms Promotion Sales promotion Advertising Sales force Public relations Direct marketing Place Channels Coverage Assortments Locations Inventory transport Robert Lauterborn suggested that the sellers’ four Ps correspond to the customers’ four Cs Marketing Mix product Price promotion place Customer solution Customer cost Communication Convenience Winning panies are those that meet customer needs economically and conveniently and with effective munication. Company orientations toward the marketplace there are five peting concepts under which anization
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