,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Company Logo,#,Marketing Theory of,4Ps,objectives,Introduction,What is a Product?,What is the price?,What is place?,What is promotion?,The Significance and Disadvantage of the 4Ps Marketing Theory,Introduction,In 1960s,4Ps theory came into being with the theory of Marketing mix in the United States.In 1953,Neil Borden created the term of“Marketing mix”in his inaugural of America Marketing Society,which refers to the demand of market,influenced more or less by the so-called“market variable”or,“marketing elements”in a way.Enterprises have to assemble these elements effectively to meet the market demand,so as to explore a certain of market reaction,and finally get the maximal profit.,IN actual fact,there are dozens of elements for Marketing mix(the one proposed by Borden including 12 elements at first).In 1960s,Jerome McCarthy classified these elements generally into 4 kinds in his book,“Basic Marketing”:Product,Price,Place,and Promotion,Known as the 4Ps.In 1967,in the first edition of“Marketing Management:Analysis,Planning and Control,his bestseller,Philip Kotler further confirmed that the 4Ps marketing mix method,namely:,Product,、,Price,、,Place,、,Promotion.,4Ps,What is a Product?,Deciding what products or services to sell in the first market?,What is the price?,Setting prices that are attractive to particular groups of customers and that are profitable for the company.,This cartoon makes fun of what is actually a very serious business-knowing what your competitor is charging and understanding how to price with respect to that is one of the toughest decisions made in Marketing.,Deciding a price is the toughest issue for a company!,What is place?,Finding suitable distribution channel,（分配渠道）,to reach these customer groups,What is a distribution channel?,a way of selling a companys product either directly or via distributors,The function of distribution channel,The main function of a distribution channel is to provide a link between production and consumption.It includes,Information Promotion Contact Matching,Negotiation Physical Distribution financing Risk Taking,(transporting and storing),What is promotion?,All the activities used to support the product-everything from sales information to after-sale service.,the way to promote is,The first time a man looks at an advertisement,he does not see it.The second time he does not notice it.The third time he is conscious of its existence.The fourth time he faintly remembers having seen it before.The fifth time he reads it.The sixth time he turns up his nose at it.The seventh time he reads it through and says,Oh brother.The eighth time he says,Heres that confounded thing again.The ninth time he wonders if it amounts to anything.The tenth time he thinks he will ask his neighbor if he has tried it.The eleventh time he wonders how the advertiser makes it pay.The twelfth time he thinks perhaps it may be worth something.The thirteenth time he thinks it must be a good thing.The fourteenth time he remembers he has wanted it for a long time.The fifteenth time he is tantalized because he cannot afford to buy it.The sixteenth time he thinks he will buy it some day.The seventeenth time he makes a memorandum of it.The eighteenth time he swears at his poverty.The 19th time he counts his money carefully.The twentieth time he sees it he buys it,or instructs his wife to do so.,In,1885,Thomas Smith wrote about how advertising affects a potential customer effect?,In addition,Salesman is Another key to a successful promotion,Pay attention to the function of development,asking for the unique selling point of product,considering the function demand of product in the first place.,Product,Price,Place,Promotion,4Ps can be summarized as,Draw up different price strategy according to different market positioning.It is the enterprises brand strategy that decide the product price.So,pay attention to the value of the brand.,Enterprises do not directly to consumers,but paying more attention to the cultivation of sales dealer and the establishment of the selling network.It is the distributor that connects the enterprise and the consumer.,Enterprises focus on behavioral change to stimulateconsumer,resorting to short-term actions(such as profit,buyonegetonefree,marketatmosphere,etc)to promote the consumption growth,attractingotherbrandsconsumes orleadingto consume ahead of timetoboostsalesgrowth.,4Ps,D,istribution channel,Direct sales,Indirect sales,E-commerce,Individual communication,Mass communication,Brand management,Corporate indentify,Product variation,Product differentiation,Product innovation,Product elimination,Cost recovery pricing,Penetration pricing,Price skimming,Product,Price,Place,Promotion,Marketing,mix,The Significance of the 4Ps Marketing Theory,It is the promotion of 4Ps that laid the basic theoretical framework of Manage Marketing.Taking single enterprise as analysis o