Definitely collect it! The complete version of 4P, 4C, 4S, 4R, 4V, 4I in marketing
| 1. The connotation and application of 4P: product, price, place and promotion. In the marketing mix, 4P are product, price, place and promotion. Product combination: mainly includes product entity, service, brand and packaging. It refers to the collection of goods and services provided by an enterprise to the target market, including the product's utility, quality, appearance, style, brand, packaging and specifications, as well as factors such as service and guarantee. Pricing combination: mainly includes basic price, discount price, payment time, loan terms, etc. It refers to the economic return a business seeks to achieve by selling its products. Location is often referred to as a distribution package: it mainly includes distribution channels, storage facilities, transportation facilities, inventory control, and it represents the various activities organized and implemented by an enterprise to enable its products to enter and reach the target market, including routes, links, places, warehousing, and transportation. The promotion mix refers to the communication activities that an enterprise uses to communicate with the target market using various information carriers, including advertising, personal selling, business promotion and public relations, etc. The above 4Ps (product, price, place, promotion) are controllable factors in the marketing process and are also the main means for enterprises to carry out marketing activities. Their specific application forms the marketing strategy of the enterprise. If an enterprise wants to satisfy customers and achieve its business goals, it cannot consider only one factor or means in isolation. It must start from the characteristics of the target market demand and the marketing environment, and according to the resources and advantages of the enterprise, comprehensively use various marketing means to form a unified and supporting marketing strategy to exert its overall effect and strive for the best results. Analyzing from the combined characteristics of 4P: (1) It is controllable. The various means that constitute the marketing mix are factors that can be adjusted, controlled and used by enterprises. For example, enterprises can independently decide what products to produce, what prices to set, what sales channels to choose and what promotion methods to adopt based on the situation of the target market. (2) Dynamicity. The marketing mix is not a fixed static combination but a dynamic combination that changes continuously. Enterprises must be able to respond proactively to changes in internal conditions and external environment. (3) It is holistic. The various means and components of the marketing mix are not simply added together or pieced together, but should become an organic whole, cooperating and complementing each other under the guidance of a unified goal in order to achieve an overall effect that is greater than the sum of its local functions. 2. The connotation and application of 4C: consumer, cost, convenience, and communication. Marketing expert Philip Kotler believes that when all departments of an enterprise work together to serve the interests of customers, the result is integrated marketing. Its significance is to emphasize the correlation between various elements and require them to become a unified organism. Specifically speaking, integrated marketing requires that the forces of various marketing elements be unified in direction, form a synergy, and jointly serve the company's marketing goals. 4C marketing concept: 4C are: consumer, cost, convenience and communication. 4C strengthens the marketing mix centered on consumer needs. Its connotation and application are: (1) Consumer refers to the needs and wants of consumer. Companies must put customers first and emphasize that creating customers is more important than developing products, and that satisfying consumers' needs and desires is more important than product features. Companies must not just sell products they want to make but must provide products that customers actually want to buy. (2) Cost refers to the cost and value to satisfy consumer needs and wants or the price that consumers are willing to pay to satisfy their needs and wants. The marketing price factor here extends to the entire cost of the production and operation process. Including: The production cost of the enterprise, that is, the cost of producing products that meet the needs of consumers; the shopping cost of consumers not only refers to the monetary expenditure on shopping, but also the time, physical strength and energy consumption as well as the risk-taking. The new pricing model requires: a price supported by consumers - appropriate profit = cost cap. Therefore, if companies want to increase profits within the price limits supported by consumers, they must reduce costs. (3) Convenience refers to the convenience of purchasing. Compared with traditional marketing channels, new concepts pay more attention to the service link and emphasize providing convenience to customers during the sales process so that customers can purchase both goods and convenience. Companies need to have a deep understanding of the different purchasing methods and preferences of different consumers, incorporate the principle of convenience into the entire marketing process, provide good pre-sales service and provide consumers with timely and accurate information on the product's performance, quality, price, usage and effects. After-sales service should attach importance to information feedback and follow-up investigation, handle and respond to customer opinions in a timely manner, actively return or exchange problematic products, actively provide repair convenience for usage failures, and even provide lifetime warranty for large products. (4) Communication refers to communication with consumers. Companies can try a variety of marketing plans and marketing combinations. If they fail to achieve the desired results, it means that the company and its products have not yet been fully accepted by consumers. At this time, we cannot rely on strengthening one-way persuasion of customers, but should focus on strengthening two-way communication, enhancing mutual understanding, achieving true marketability, and cultivating loyal customers. III. The connotation and application of 4S: satisfaction, service, speed, sincerity. The marketing strategy of 4S emphasizes starting from consumer demand, breaking the traditional market share marketing model of enterprises, and establishing a new "consumer share" marketing orientation. Enterprises are required to continuously conduct regular quantitative and comprehensive evaluation and improvement of products, services and brands in terms of consumer satisfaction index and consumer satisfaction level, so as to optimize service quality, maximize consumer satisfaction and achieve the "specific degree" of consumer loyalty. At the same time, it strengthens the "three major capabilities" of enterprises to resist market risks, innovate operational management and continuously and stably increase efficiency. Analyzing from the combined characteristics of 4P: (1) It is controllable. The various means that constitute the marketing mix are factors that can be adjusted, controlled and used by enterprises. For example, enterprises can independently decide what products to produce, what prices to set, what sales channels to choose and what promotion methods to adopt based on the situation of the target market. (2) Dynamicity. The marketing mix is not a fixed static combination but a dynamic combination that changes continuously. Enterprises must be able to respond proactively to changes in internal conditions and external environment. (3) It is holistic. The various means and components of the marketing mix are not simply added together or pieced together, but should become an organic whole, cooperating and complementing each other under the guidance of a unified goal in order to achieve an overall effect that is greater than the sum of its local functions. The marketing strategic significance of 4S is: 1. Satisfaction. It refers to customer satisfaction, which emphasizes that enterprises should be customer-oriented and customer satisfaction-centered. Enterprises should consider and solve problems from the customer's perspective, put customer needs and satisfaction at the top of all considerations, and be sincere and put the interests of others first. The ancients said: "Nothing can move people's hearts more than emotions." If you want to win customers, you must first show them affection, use sincere service to influence customers, and win the ruthless competition with caring service. 2. Serve with a smile and serve customers (SERVICE). Refers to greeting customers with a smile at any time, because a smile is the best symbol of sincerity. Service includes the following contents: E—that is, being proficient in business work. Enterprise marketing personnel provide customers with more product information and often contact customers to ask them whether they need next-day delivery or more urgent requirements. This will make customers appreciate the convenience brought by your reminder; R—that is, being friendly and kind to customers and implementing a "warm and human" user management strategy to move customers with considerate service; V—treat every customer as a special and important person. Customers are our masters, not our servants. Customers are God. We can only survive and develop by getting along with them in a friendly manner; I—that is, inviting every customer to come again next time. The enterprise should attract customers to visit many times with the best service, high-quality products and moderate prices; C—to create a warm service environment for customers, requiring greater efforts in corporate culture construction. From the appearance of the factory and the environment of large shopping malls, it is necessary to build a modern, first-class environmentally friendly market that is comfortable, warm and ahead of the times; E—marketing personnel express their concern for customers with their eyes, observe with their eyes and analyze with their brains to truly provide considerate and caring services to customers. 3. Speed refers to not making customers wait for a long time, but providing prompt reception and processing. 4. Sincerity refers to serving customers with a concrete smile and quick actions. In short, 4S requires corporate marketing personnel to implement a "warm and human" user management strategy, to impress users with thoughtful services, to provide users with "pre-sales services" to show their sincerity, to provide users with "on-site services" to show their love, and to provide users with "after-sales services" to express their gratitude. 4. The connotation and application of 4R: Relevance, Reaction, Relationship, Reward. 4R marketing theory is a new marketing theory proposed by American scholar Don Schultz on the basis of 4C marketing theory. 4R stands for Relevance, Reaction, Relationship and Reward. This marketing theory holds that with the development of the market, companies need to establish a new type of proactive relationship between companies and customers that is different from the traditional one at a higher level and in a more effective way. 1. Closely connect with customers. Companies must establish connections with customers in terms of business and needs through some effective means, forming a relationship of mutual assistance, mutual demand, and mutual need, connecting customers and companies together, reducing customer churn, thereby improving customer loyalty and winning a long-term and stable market. 2. Improve the speed of response to the market. Most companies tend to talk to customers, but often ignore the importance of listening. In a market of mutual penetration and mutual influence, the most realistic problem for enterprises is not how to formulate, implement plans and controls, but how to listen to customers' hopes, desires and needs in a timely manner and respond in time to meet customer needs. This will be beneficial to the development of the market. 3. Pay attention to the interactive relationship with customers. The 4R marketing theory believes that the key to seizing the market today has shifted to establishing long-term and stable relationships with customers, turning transactions into a responsibility, and establishing an interactive relationship with customers. Communication is an important means to establish this interactive relationship. 4. Return is the source of marketing. Since marketing goals must focus on output and the return of the company in marketing activities, the company must meet customer needs, provide value to customers, and cannot do useless things. On the one hand, returns are a necessary condition for maintaining market relationships; on the other hand, the pursuit of returns is the driving force behind marketing development, and the ultimate value of marketing lies in whether it can bring short-term or long-term revenue to the company. (II) Characteristics of 4R Marketing 1. 4R Marketing is competition-oriented and proposes new marketing ideas at a new level. According to the increasingly fierce competition in the market, 4R Marketing focuses on establishing interactive and win-win relationships between enterprises and customers. It not only actively meets customer needs, but also actively creates demand, establishes a unique relationship with it through association, relationship, reaction and other forms, links enterprises and customers together, and forms a unique competitive advantage. 2.4R marketing truly embodies and implements the idea of relationship marketing. 4R marketing proposes specific operational methods on how to establish relationships, retain customers for a long time, and ensure long-term interests. This is a great progress in the history of relationship marketing. |
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