Marketing mix - nws yog ... Cov ua li txoj kev xav, txoj kev ntawm kev muag khoom nce qib

Marketing mix - ib tug tshwj xeeb txheej txheem uas tso cai rau marketers mus cuag lub ntsiab lub hom phiaj: kom los siav cov kev xav tau ntawm cov neeg muas zaub thiab nce muag khoom. Siv cov cuab yeej, qhov kev thov yog generated thiab ntawm lwm yam uas tus cwj pwm ntawm cov neeg.

Lub tswvyim thiab marketing cov hom phiaj

marketing lub tswvyim zoo nkaus li nyob rau hauv lub thib ob ib nrab ntawm cov xyoo pua puv 19, thaum twg, nyob rau hauv cov lus teb rau overproduction muaj ib tug yuav tsum tau mus nrhiav tus tshiab cov cuab yeej rau spurring muag khoom ntawm cov khoom. Lub tswvyim tshiab yog txhais raws li ib tug kev ua si aimed ntawm ua lub tuam txhab profits. Niaj hnub no, muaj tsawg kawg yog ib txhiab txawv cov ntsiab lus txhais. Nyob rau hauv kev, nyob rau hauv lub lag luam yog cov txheej txheem tswj kev kawm txog cov kev ua lag luam thiab tsim los ntawm ib lub voj voog ntawm cov kev pab khoom.

Lub ntsiab lub hom phiaj txog kev lagluam - yog ua kom tau raws cov kev xav tau ntawm cov neeg. Rau txoj kev tshawb no kev ua lag luam, tsim khoom yog txiav txim los ntawm nws cov nqi thiab teem nce qib. Marketing nrhiav mus nrhiav kom tau txoj kev txuas lus ntawm tsim kom muaj thiab buyer ntawm cov khoom nyob rau hauv yuav ua kom cov noj. Nyob rau hauv tas li ntawd, nws ntsib lub hom phiaj kev tshawb nrhiav txog kev ua lag luam qhov teeb meem no thiab kawm neeg xav tau kev pab thiab cov yam ntxwv ntawm nws tus cwj pwm. Nws aims kom lub siab ntawm lub buyer ntawm cov khoom, coj nws mus rau rov-purchase. Kev txhim kho qhov zoo ntawm lub neej ntawm cov neeg, expanding cov khoom ntau yam kom zoo tshaj plaws raws li cov kev xav tau ntawm cov pejxeem - nws kuj yog ib tug li lub lag luam. Nyob rau lub hauv paus ntawm cov hom phiaj yog txhais li functions: marketing, analytical, khoom noj khoom haus ntau lawm, kev sib txuas lus, kev tswj thiab saib xyuas.

Lub hom phiaj ntawm lub lag luam mix

Nyob rau hauv 1953, lub US li twb xub siv lub sij hawm "marketing mix", uas Neil Borden paub ib tug tshwj xeeb cov teeb ntawm cov cuab yeej mus cuag tej yam li tau. McCarthy tom qab clarified no tswvyim thiab tsim lub tswvyim ntawm 4Ps Marketing , uas tau ua synonymous nrog lub tswvyim ntawm "marketing mix". Nws muaj cov ntsiab xws li cov khoom, nqi, qhov chaw, nce qib. Nws pom hais tias plaub yooj yim hais, tsis muaj uas nws yog tsis yooj yim sua rau npaj lub lag luam kev ua ub no ntawm cov enterprise, muaj nyob rau hauv ib yam ntawm cov ntau lawm thiab yog universal.

Nyob rau hauv dav dav, lub lag luam mix - ib tug complex ntawm kev ntsuas thiab cov cuab yeej uas pub rau cov tuam txhab los txhawb qhov kev thov rau manufactured khoom thiab cov kev pab cuam.

khoom

Tus thawj lub caij yog ib tug li-mix product (los yog cov khoom). Qhov no yog qhov pib taw tes rau ntawm kev lag luam kev ua ub no, thiab hauv qab nws txhais tau tias ib tug tej yam khoom los yog kev pab uas muaj ib tug tej yam muaj nuj nqis rau tus neeg. Cov khoom no tseem nyob rau hauv lub tsim theem nws yog tsim nyog los nteg lub qualities thiab cov khoom uas yuav tsum tau nyob rau hauv coob cov tau txais kev pab. Rau kev vam meej kev siv ntawm ib tug marketer koj xav tau ib tug zoo kev nkag siab ntawm cov khoom, uas nws muaj peev xwm ua kom tau raws cov kev xav tau, dab tsi yog qhov zoo thiab qhov weaknesses ntawm qhov khoom. Koj yuav tsum tau tuaj li cas cov khoom txhim kho yuav ua rau kom nws cov kev muag khoom nyob rau hauv uas roars nws yuav demand. Yuav kom nce kev muag khoom koj yuav tau saib xyuas ntawm lub ntim ntawm cov khoom, nws tsis txaus siab thiab informativeness ntawm ib tug trademark sau npe rau lub ceev ceev qhia kom paub txog cov khoom los ntawm cov neeg. Rau lub tsim ntawm tus neeg muab siab npuab ib yam khoom nws yuav ua tau zoo los muab guarantees thiab kev pab ntxiv rau tus neeg.

nqi

marketing mix complex muaj xws li tus nqi chaw. Qhov no yog ib qho tseem ceeb heev kauj ruam uas muaj feem xyuam rau txoj kev vam meej los yog tsis ua hauj lwm ntawm cov khoom rau lub lag luam. Tus nqi yuav tsum tsis txhob yuav tsawg tsawg heev los yog txhob txwm overstated, txij li thaum nws tau los hem kom ntshai deb buyers. Dua li ntawm qhov khees yooj yim ntawm profit maximization at the expense of nqi, yuav tsum tau ceev faj heev kom teem ib lub siab los yog ib tug uas tsis muaj nqi, vim nws yog ib tug haib duab ntawm cov khoom thiab cov chaw tsim tshuaj paus tau. Nqe yuav tsum tau sib tw, txaus yuav khoom hwj chim ntawm tau txais kev pab thiab tus xaiv zoo. Nqe yuav ua tau ib lub cuab tam los txhawb cov tswv yim xws li kev ua lag luam allergic los yog "qab zib skimming". Projecting tus nqi ntawm cov khoom, yuav tsum tau muab ob peb xaiv rau ib tug ntau yam ntawm tis raws, tau nyiaj tau los pab nyiaj cheb.

Point ntawm kev muag khoom

Xaiv cov chaw ntawm muab faib rau - cov rau khoom lub caij tseem ceeb ntawm kev lag luam-mix kev lag luam. Qhov no xaiv yuav siv sij hawm qhov chaw nyob rau hauv lub hauv paus ntawm meej tsom xam ntawm cov neeg coj tus cwj pwm. Nws yog tsim nyog nyob rau hauv lub chav kawm ntawm txoj kev tshawb no los txheeb xyuas cov chaw uas nws yuav ua tau yooj yim rau cov neeg siv khoom mus ua ib tug purchase. kev muag khoom lub koom haum, raws li zoo raws li lwm txoj kev ntawm kev muag khoom nce qib, yuav tsum thawb ib tug neeg mus yuav. Tus txheej txheem yuav nriav cov khoom yuav tsum tau tsis tshua muaj neeg yooj yim zog thiab ceev ceev, tus neeg tsis siv ib tug ntau ntawm kev rau siab mus rau hauv ua ib tug purchase. Nyob rau hauv kev tsim lag luam zoo, qhia kev ua lag luam kev pab them nqi thiab tis raws. Nws yog ib qho tseem ceeb ib feem ntawm qhov muag lub koom haum yog cov system ntawm nyob rau hauv MERCHANDISING (advertising rau cov ntsiab lus ntawm kev muag khoom, xws li cov zaub ntawm cov khoom, lub cua thiab lub navigation nyob rau hauv lub khw).

nce qib

Marketing mix - qhov no yog dab tsi yog feem ntau txuam nrog cov qib. Tseeb, lub nce qib yog ib tug tseem ceeb heev tivthaiv ntawm lub lag luam mix. Nws qauv yog txoj kev cai uas kom paub qhov txawv plaub pab pawg ntawm cov cuab yeej: advertising, txoj kev ntawm kev muag khoom nce qib, PR, tib neeg muag khoom. Cov nyiaj no yog siv nyob rau hauv ua ke, daws ib tug ntev-lub sij hawm thiab luv luv-lub hom phiaj. Advertising thiab muag khoom nce qib feem ntau muab ceev tau, PR yog ib tug uas tsis muaj-theem tshuab thiab tsim ib tug ncua nyhuv. Complex txhais tau tias ntawm qib yog pom tau hais nyob rau hauv daim ntawv ntawm ib tug xov xwm zoo lub tuam txhab. Rau B2B thiab B2C kev lag luam, siv ntau yam cuab yeej.

marketing cuab yeej

Marketing mix - nws yog ib lub hom phiaj ntawm kev txiav txim, lub lag luam yuav tsis tau ntxeev los yog qhov teeb meem raws li ruaj. Txhua lub caij ntawm lub complex yuav tsum tau ib tug concerted thiab txhob txwm ua li kev ua ub no. Basic li cov cuab yeej ua li lub lag luam, pricing, cov khoom thiab kev sib txuas lus txoj cai ntawm lub enterprise. Nyob rau hauv tas li ntawd mus rau lub lag luam mix muaj yog ib tug notion ntawm xov xwm mix - ib tug complex ntawm txhais tau tias ntawm cov khoom nce qib nyob rau hauv cov ntaub ntawv ib puag ncig. Qhov no muaj xws li ncaj qha advertising nyob rau hauv lub xov xwm (xov tooj cua, TV, thiab lwm yam), kev tshwm sim li, thiab ntau yam promotions, advertising nyob rau hauv Internet.