martketing management--4PS marketing mix演示教学.ppt

* Marketing Management 4Ps 英语0821 郭蕾 0830307120 The Marketing Theory of 4P Marketing-mix models Ⅰ.What is 4Ps ? Price：what is the highest amount that the custmoer will pay for the product or service . Product：what you are trying to sell to the custmoer. 　 Place: where the customer can get the product. Promotion: the method in which the customer will gain knowledge about the product and be persuaded. PRICE List price; Discounts; Financing; Leasing options; Allowance. PRODUCT Functionality; Quality; Appearance; Packaging; Brand; Service; Support; Waranty. PLACE Locations; Logistics; Channel members; Channel motivations; Market coverage; Service levels; Internet; Mobile. PROMOTION Advertising; Public relations; Massage; Direct sales; Sales media; Budge. Case study——Coca-Cola 4Ps of Coca-Colas Companies The distributors and retail stores that the Coca-Cola Company deals with often implement their own pricing strategy. Gas stations and convenient stores usually sell Coca-Cola products at a fixed price. However, the retail outlets use a variety of pricing methods and strategies when selling Coca-Cola products . 4Ps of Coca-Colas Companies Product: The Coca-Cola Company’s products consist of beverage concentrates and syrups, with the main product being the finished beverages The Coca-Cola Company has a fairly large product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, energy, and sports drinks 4Ps of Coca-Colas Companies Place/Distribution: The Coca-Cola Company states in its mission statement that it wants to offer its products to all consumers globally The Coca-Cola Company uses intermediaries (i.e. retailers and distributors) instead of directly selling to distribute its products worldwide 4Ps of Coca-Colas Companies The Coca-Cola Company also uses