📚 4P营销理论,由E. Jerome McCarthy在1960年代提出,包括产品(Product)、价格(Price)、推广(Promotion)和渠道(Place),也被称为营销组合(Marketing Mix)。这一理论通过Philip Kotler的推广,成为了现代营销学的基础。🚀 然而,随着服务业的快速发展,4P理论在分析服务市场和制定营销策略时显得不足。于是,Bernard H....
Marketing Mix Themarketingmixis often considered as the center of amarketingstrategy. It is defined by Kotler and Armstrong (2010:84) as ‘the set of controllable‚ tacticalmarketingtools that the firm blends to produce the response it wants in the target market.’ These tools are; Product...
. As a hotel, the core product of Comfort inn is its accommodation services. To satisfy consumers’ wants and needs, Comfort inn is committed to create a comfortable accommodation services to its target consumers. Actual product is the physical goods that consumers can touch and see (Kotler &...
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Booms and Bitner (1980) add 3 Ps (participants, physical evidence and process) to the original 4 Ps to apply the marketing mix concept to service. Kotler (1986) adds partisan power and communal opinion formation to the Ps concept. Baumgartner (1991) suggests the concept of 15 Ps. MaGrath ...
part of the marketing mix; rather, he should be the target of all marketing efforts (Kotler, 2000). In order to develop effective marketing strategies, the marketers need first to understand why customers use services and how they choose among competing service suppliers (Lovelock, 1983). Wh...
Booms和Bitner(1980)将原始的4Ps添加了3P(人员,有形展示和服务过程),以将营销组合概念应用于服务营销中。 科特勒(Kotler,1986)增加了党派权力和社区舆论的形成。Baumgartner(1991)提出了15Ps的概念。MaGrath(1986)提交了3P(人员,有形展示和服务过程)的统计。Vignalis和Davis(1994)提出了S(服务)对营...