今日知识点：

Marketing mix

Place

Price

Promotion

Product

例题

Q: Discuss the best ways a car manufacturer could use the marketing mix to increase its share of the market. (20)

解析

Answers could include:

• Marketing mix as a framework/process for identifying, anticipating and satisfying customer requirements profitably. 4Ps.

• A tool of analysis and planning to focus on key elements/variables in designing a marketing strategy to achieve organisation objectives (e.g. increase market share).

• Focus attention on Product: higher quality, customer perception, changes needed, car design, USP, reliability, engineering claims?

• Price – pricing strategy? – competitive pricing?

• Place – appropriate retail outlets?

• Promotion – relevant and impactive promotion?

• Perhaps a more balanced marketing mix – or a more intensive focus on particular elements?

• Are there perhaps other factors than the Marketing Mix that need to be addressed – i.e. production issues, people issues?

• Marketing Mix too simplistic? – said to be too product/organisation focused – lacks focus on customer, too simplistic a process – so 7Ps (people, process and packaging)  and 4 Cs recommended.

• Perceptive answers will do more than simply describe and analyse the 4Ps Marketing Mix. 

下面我们为大家准备了一道同类型的题目，请大家一起来试试解答。

Discuss how a large national fast food retailer could develop effective marketing during a period of economic recession.  (20)