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marketing mix、the 7 Ps model，IMC
marketing mix、the 7 Ps model，IMC
http://en.wikipedia.org/wiki/Marketing_mix （維基百科）
The term 'marketing mix' was first used in 1953 when Neil Borden, in his
American Marketing Association presidential address, took the recipe idea one
step further and coined the term "marketing-mix". A prominent marketer, E.
Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide
use. The four Ps concept is explained in most marketing textbooks and classes.
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Elements of the marketing mix are often referred to as 'the four Ps':

Product - A tangible object or an intangible service that is mass produced
or manufactured on a large scale with a specific volume of units.
Intangible products are service based like the tourism industry & the
hotel industry or codes-based products like cellphone load and credits.
Typical examples of a mass produced tangible object are the motor car
and the disposable razor. A less obvious but ubiquitous mass produced
service is a computer operating system.

Price – The price is the amount a customer pays for the product. It is
determined by a number of factors including market share, competition,
material costs, product identity and the customer's perceived value of the
product. The business may increase or decrease the price of product if
other stores have the same product.

Place – Place represents the location where a product can be purchased.
It is often referred to as the distribution channel. It can include any
physical store as well as virtual stores on the Internet.

Promotion represents all of the communications that a marketer may use
in the marketplace. Promotion has four distinct elements - advertising,
public relations, word of mouth and point of sale. A certain amount of
crossover occurs when promotion uses the four principal elements
together, which is common in film promotion. Advertising covers any
communication that is paid for, from cinema commercials, radio and
Internet adverts through print media and billboards. Public relations are
where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade
fairs and events. Word of mouth is any apparently informal
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communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth
and Public Relations (see Product above).
Packaging also needs to be taken into consideration. Broadly defined,
optimizing the marketing mix is the primary responsibility of marketing. By
offering the product with the right combination of the four Ps marketers can
improve their results and marketing effectiveness. Making small changes in the
marketing mix is typically considered to be a tactical change.Parm Bains says
Making large changes in any of the four Ps can be considered strategic. For
example, a large change in the price, say from $19.00 to $39.00 would be
considered a strategic change in the position of the product. However a change
of $130 to $129.99 would be considered a tactical change, potentially related to
a promotional offer.
Process as part of the marketing mix.
Process is another element of the extended marketing mix, or 7P's. There are
a number of perceptions of the concept of process within the business and
marketing literature. Some see processes as a means to achieve an outcome, for
example - to achieve a 30% market share a company implements a marketing
planning process.
Another view is that marketing has a number of processes that integrate
together to create an overall marketing process, for example - telemarketing and
Internet marketing can be integrated. A further view is that marketing processes
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are used to control the marketing mix, i.e. processes that measure the
achievement marketing objectives. All views are understandable, but not
particularly customer focused.
For the purposes of the marketing mix, process is an element of service that sees
the customer experiencing an organisation's offering. It's best viewed as
something that your customer participates in at different points in time. Here are
some examples to help your build a picture of marketing process, from the
customer's point of view.
Going on a cruise - from the moment that you arrive at the dockside, you are
greeted; your baggage is taken to your room. You have two weeks of services
from restaurants and evening entertainment, to casinos and shopping. Finally,
you arrive at your destination, and your baggage is delivered to you. This is a
highly focused marketing process.
Booking a flight on the Internet - the process begins with you visiting an
airline's website. You enter details of your flights and book them. Your
ticket/booking reference arrive by e-mail or post. You catch your flight on time,
and arrive refreshed at your destination. This is all part of the marketing
process.
At each stage of the process, markets:

Deliver value through all elements of the marketing mix. Process,
physical evidence and people enhance services.

Feedback can be taken and the mix can be altered.

Customers are retained, and other serves or products are extended and
marked to them.

The process itself can be tailored to the needs of different individuals,
experiencing a similar service at the same time.
marketing mix、the 7 Ps model，IMC
Processes essentially have inputs, throughputs and outputs (or outcomes).
Marketing adds value to each of the stages. Take a look at the lesson on value
chain analysis to consider a series of processes at work.
Physical evidence as part of the marketing mix.
Physical evidence is the material part of a service. Strictly speaking there are
no physical attributes to a service, so a consumer tends to rely on material cues.
There are many examples of physical evidence, including some of the
following:

Packaging.

Internet/web pages.

Paperwork (such as invoices, tickets and despatch notes).

Brochures.

Furnishings.

Signage (such as those on aircraft and vehicles).

Uniforms.

Business cards.

The building itself (such as prestigious offices or scenic headquarters).

Mailboxes and many others . . . . . .
A sporting event is packed full of physical evidence. Your tickets have your
team's logos printed on them, and players are wearing uniforms. The stadium
itself could be impressive and have an electrifying atmosphere. You travelled
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there and parked quickly nearby, and your seats are comfortable and close to
restrooms and store. All you need now is for your team to win!
Some organisations depend heavily upon physical evidence as a means of
marketing communications, for example tourism attractions and resorts (e.g.
Disney World), parcel and mail services (e.g. UPS trucks), and large banks and
insurance companies (e.g. Lloyds of London).
the Four Cs model
The Four Ps is also being replaced by the Four Cs model, consisting of
consumer, cost, convenience, and communication. The Four Cs model is more
consumer-oriented and fits better in the movement from mass marketing to
niche marketing.<ref>[http://www.scs.unr.edu/~khalilah/eMarketing.pdf
http://www.scs.unr.edu/~khalilah/eMarketing.pdf]</ref><ref>[http://www.ppbm
ag.com/Article.aspx?id=1981]</ref> The product part of the Four Ps model is
replaced by consumer or consumer models, shifting the focus to satisfying the
consumer. Another C replacement for Product is Capability. By defining
offerings as individual capabilities that when combined and focused to a
specific industry, creates a custom solution rather than pigeon-holing a customer
into a product. Pricing is replaced by cost, reflecting the reality of the total cost
of ownership. Many factors affect cost, including but not limited to the
customers cost to change or implement the new product or service and the
customers cost for not selecting a competitors capability. Placement is replaced
by the convenience function. With the rise of internet and hybrid models of
purchasing, place is no longer relevant. Convenience takes into account the ease
to buy a product, find a product, find information about a product, and several
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other considerations. Finally, the promotions feature is replaced by
communication. Communications represents a broader focus than simply
promotions. Communications can include advertising, public relations, personal
selling, [[Viral Marketing|viral advertising]], and any form of communication
between the firm and the consumer.
Integrated Marketing (IM) is a management strategy and
meta-discipline focused on the organisation-wide optimisation of unique value
for stakeholders[1].
Although closely linked to Integrated Marketing Communications (IMC), it
should not be confused with it.
The logic of integrated marketing has been described as the management of
three interconnected business drivers[2]
1. Identification and maintenance of the organisation’s or brand’s coherent
identity, which is a reflection of the way it is organised and operated to provide
differentiated value. This has also been described as the DNA of the
organisation. Influential characteristics of the organisation include the business
model, core competencies, positioning, product designs, and brand, as well as
the heritage of culture and organisational purpose. In successful organisations,
these come together to create differentiated value for customers. Internal
characteristics of the organisation lead to external actions that become the basis
of the brand, brand equity and market positioning, with consequences for future
organisation development.
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2. Mobilisation of all employees behind this identity and value, with lean,
value-focused processes and appropriate resources. This is essentially a
challenge of implementation and performance management, achieving
integration, coherence and high levels of performance throughout the
organisation. In marketing circles, this has sometimes been described as "living
the brand" (ref), but success draws on that subtly modifies such well-established
disciplines as lean, balanced scorecard/performance management, service
management and internal marketing. It therefore draws on the contributions of
HR, operations, organisation development, finance and other groups.
3. Integrated contact management (integrated communications, creating
valuable experiences for customers). This is where IMC fits, as well as related
concepts such as media neutral planning (MNP) and experience management.
Although this is a key area for the marketing team, it typically also depends on
the contribution of sales, operational and service management functions and
processes.
While ultimately focused on the optimal recruitment and retention of customers,
it also explicitly involves and has been shown to benefit employee,
shareholder[3][4] and other stakeholder groups[5][6]
Although the marketing function and leadership has important role to play,
integrated marketing involves all branches of the organisation.
==Relationship to Integrated Marketing Communications (IMC)==
As a marketing strategy, Integrated Marketing is closely related to and
inter-dependent with [[Integrated Marketing Communications]] (IMC). Indeed,
many observers use the term integrated marketing when they probably mean
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integrated marketing communications<ref>e.g.
http://www.istrategylabs.com/wp-content/uploads/2007/10/integrated_marketin
g_strategy.pdf</ref>. Whereas IMC aims to ensure consistency of message and
the complementary use of media<ref>[[Integrated Marketing
Communications]]</ref>, integrated marketing is concerned with the alignment
and focus of the whole organisation.
Schultz and Kitchen (2000) identified four stages of IMC concluding with an
integrated value-based model<ref>Kitchen, P. J., Schultz, D. E. (2000) ‘A
response to “Theoretical concept or management fashion?”’, Journal of
Advertising Research, New York, 40, 5, 17-21</ref>. According to this
interpretation, as the organisation becomes more committed to achieving
consistency and differentiation across all customer contact points the business
management challenge moves from marketing and marketing communication to
the whole organisation, requiring a cultural and systemic infrastructure for
integration. This in turn calls on new practices and higher-order levels of
organisation management. For example, at this point IMC and CRM are
effectively merged.
Although Schultz and Kitchen identified that whole organisation was involved
at this fourth stage, they did not detail what was necessary to achieve this. In
some organisations such as FMCG/packaged goods brands (e.g. chocolate,
baked beans), IMC needs little more than marketing communications
integration. In others, such as organisations with a high level of service content
(e.g. banks, automobile firms and their dealerships, and hotel chains), the
challenge becomes much more difficult. It is in this latter case that integrated
marketing is most important, providing the contextual platform for stage 4 IMC,
implementation of which is also one of its goals.