[雙語翻譯]營銷外文翻譯--基于競爭優(yōu)勢的4p營銷組合（英文）

1、IOSR Journal of Business and Management (IOSRJBM) ISSN: 2278-487X Volume 3, Issue 6 (Sep,-Oct. 2012), PP 40-45 www.iosrjournals.org www.iosrjournals.org 40 | P a g e Marketing Mix of 4P’S for

2、 Competitive Advantage Meera Singh1 1 (Computer Department (H.S.S), G.H. Raisoni Institute of Engineering & Technology/Pune University, India) Abstract: The Marketing Mix comprises of four decisions which should be c

3、onsidered before launching a product. Firms should plan targeted approach on these four different components and they are Product, Price, and Place & Promotion. All the four variables help the firm in formulating s

4、trategic decisions necessary for competitive advantage. The main objective of this article is to describe the importance of relationship of various components of marketing mix for attaining competitive advantage in ma

5、rket. Marketing Mix comprises of Product marketing mix and Service marketing mix. Generally the Product marketing mix consists of product, price, place and promotion and it is generally used for marketing mix of tangi

6、ble goods. However Service marketing mix is related to three different variables for example people, process and physical evidence. The term marketing mix became popular when Neil H. Borden published his article on “Th

7、e concept of Marketing Mix” in 1964. The marketing mix is characterised by four equally important variables. The first step is Product plan for articulating a marketing plan. There are three parts of product plan, i.e.

8、 core product, augmented product and the tertiary product. Not only product related decisions but also price related decisions like whether the uniform price will be charged or different prices will be charged for the

9、same product in different markets. The third variable is ?Place? and it is related to the decisions like where the product will be sold. ?Promotion? decisions are related to increase the sales. The marketing mix involv

10、es the decisions related to which the products will be made available at a particular price, may be different price will be charged for the same product as per different market, the marketing manager has to take into a

11、ccount the impact of different factors which are categorised under the 4 P?s to decide marketing mix for a product. Keywords: Marketing Mix, Product, Price, Positioning, Promotion, Competitive Advantage I. INTRODUCTIO

12、N Marketing mix is the combination of different marketing decision variables being used by the firm to market its goods and services. After identifying the market and gathering the basic information about it, the next s

13、tep is the direction of market programming, is to decide upon the instruments and the strategy to meet the needs of the customers and the challenge of the competitors. It offers an optimum combination of all marketing

14、ingredients so that companies can realise goals for example profit, sales volume, market share, return on investment etc.The marketing mix is grouped under four elements i.e., Product, Price, Place, Promotion [1]. A pr

15、ofitable formula of marketing operations is that mostly marketing mix changes as per marketing conditions and also with changing environmental factors. The marketing mix is a set of controllable variables that the co

16、mpany can use to influence the buyers responses. Thus marketing manager decides the level of marketing expenditure in order to achieve marketing objectives of the firm and after finalising the market budget it is decide

17、d that how to divide total marketing budget among various tools in the marketing mix. Marketing decisions are categorised in the following table no.1 below: Table No. 1 Elements of 4 P’s Product Price Promotion

18、Place Design Technology Usefulness Value Convenience Quality Packaging Branding Warranties Retail Wholesale Internet Direct sales Peer to peer Multi channel Strategies Skimming Penetration Psychological Cost-

19、plus Loss leader Special offers Endorsements Advertising User trials Direct mailing Leaflets/posters Free gifts Competitions Joint ventures The term marketing mix is coined by Neil H. Borden. It is the combination of t

20、he fair inputs of all the important elements or ingredients that make up the marketing programmes as mentioned in the Fig.1. It Marketing Mix of 4P?S for Competitive Advantage www.iosrjournals.org

21、 42 | P a g e would be beneficial to take out a pension plan. As he progresses in his life then his family extends then he ventures upon number of saving plans and schemes. Ultimately CANARA BANK offers him pension p

22、lans due to this kind of strategies an organisation such as CANARA BANK can form and hold customers and then widen additional products and services throughout a customer’s life. Fig. 3 Customer Life Cycle 2.2 Price P

23、rice is the amount the consumer must exchange to receive the offering [4]. As the price of a product depends on different elements and hence it is changes constantly thus the pricing should be dynamic so that it can bea

24、r the changes over duration. The important factor in pricing is the deciding the cost of the product, strategy for marketing & its expenses related to distribution, advertisement expenses or any kind of price varia

25、tion in the market. Nonetheless if there is change in all the variables then generally the pricing of the product may vary accordingly. 2.3 Promotion Promotion is one of the most powerful elements in the marketing mix

26、 [5]. Sales promotion activities are publicity, public relations, exhibition and demonstrations etc. It is marketing manager who decides the level of marketing expenditure on promotion. Promotional activities are mainly

27、 intended to supplement personal selling, advertising and publicity. Promotion helps the trader and sales force to represent the product t the consumers in an effective manner and induce them to buy. Promotion consists

28、 of different blends of its components which are used to achieve the company’s marketing goals. Advertising is a powerful element of promotion mix. The main aim of the advertising is to create and develop the image of a

29、 product in the market. It is one of the important tools of competition which maintains the dynamism of industry. Promotion mix decides the positioning of the product in the target market. It should be considered as ex

30、penditure and hence added to the cost of a product. 2.4 Place It includes distribution channels, warehousing facilities, mode of transportation and inventory control management thus it is a mechanism through which good

31、s and services are moved from the service provider and manufacturer to consumer. If the product is a business product then a business team is required to interact with different clients and ensure the availability of t

32、he product for them. Distribution has a huge effect on the profitability therefore a firm should have excellent supply chain and logistics management plan for distribution. All the four variables of marketing mix are

33、interconnected. By increasing the price of the product, the demand of the product will be lessened and lesser distribution points will be required. On the other hand, the product USP can be such that maximum concentrati

34、on is on creating brand cognisance hence better pricing for a product. Finally, the overall marketing mix can result in dynamic modelling based on customer feedback for improving a product and the same can be launched

35、as the upgraded product. III. MARKETING MIX OF 4 P’S FOR COMPETITIVE ADVANTAGE: A CHALLENGE Marketing Mix is the combination of four elements i.e. Product, Price, Promotion and Place and every company has the option to

36、design an optimum admix in order to create a trusted marketing strategy. The marketing manager has to consider the behavioural forces and then decide marketing elements in his mix considering the available resources. T

37、he manager must examine the resources of the company to decide a mix of procedures that fit the resources. The top level management has to support their effort in supporting new ways of business through the organizatio