4P营销理论过时了?Is 4Ps theory of marketing out outdated?

in cn •  2 years ago  (edited)

111.jpg
我就晕了,写一篇MBA营销方向的论文,指导老师都没说啥。答辩的时候,一个不知道是什么方向的老师居然说:
你这4P都过时了。。。

我就晕了呀,我写论文是案例方向的,实用就行,还要追赶潮流吗?什么叫过时?那叫经典好吗?!

我这是给别人写的论文,我自己还不在答辩现场。我要是在现场,我肯定会问,老师,你说4P过时了,那你说我写什么?
4C?(1)搞customer?天天和客户聊天?深入了解客户的需求?然后呢?最终不还是要把我的product(服务可以理解成为一种无形的产品或者与产品相关联的配套产品)做好嘛!!!(2)降低客户的cost,使劲降低,就不挣钱了,赔钱卖?不还是要做好定价机制,弄好price在商家和客户之间求得一个平衡吗?(3)给客户提供Convenience,怎么给?给客户提供班车,然后把商店开到南极去?最终还是要把销售地点和方式(web渠道或其他虚拟渠道)安排好,让目标市场可以普遍得到便利嘛!那不还是place嘛!(4)和客户好好Communication,怎么沟通,没事打打电话?客户才懒得理你,还不是要做promotion,促销就是激发客户的兴趣嘛,客户自然就爱和你沟通啦!
又或者4R?(1)与客户建立Relevancy,如何做到呢?天天喊,和客户共赢?这有用,谁乐意和你共赢,客户巴不得你亏死,用最便宜的价格买你的东西呢。还不是老老实实的做好product,客户自然愿意和产品好、服务好的我们建立长期 的买卖关系,联结既自然、又持久。(2)及时的给客户reaction?各种侦听客户,时时刻刻,如影随形?你不觉得这样做你成本太高了吗?你不做好place,你哪有顺畅和低成本的渠道给客户反应呢?(3)和客户搞Relationship,怎么搞?和客户交朋友?和客户聚餐?唱卡拉OK?谁不知道你用心良苦的还是在卖东西......promotion是有趣的要素,客户在这个过程中自然就happy了,建立友好关系不是梦!(4)给客户Reward?怎么给?直接发钱?买一送一?拜托,你算过成本吗?最后,还是要有一个price机制来支持这种回报,才能让客户满意,商家不亏。
7P?10p?....放弃吧,只有4P,才是一个企业可以最直接掌握的基本要素,没有好的产品,所以的营销手段都是短暂而盲目的,试看那些各行各业长青企业,哪一个不是有过硬的产品或极致的服务或兼而有之?哪一个是靠推销或低价或其他手段长期占领市场了?答案是——没有。产品、服务才是企业的生命之源!!!!!!!!!在产品的基础上,考虑自身的成本和客户的需求以及竞争情况,有一个完整、科学、理性的定价机制,在吸引客户和获得利润之间找到一个最优的平衡;把渠道设置好,让大部分客户可以便利的购买;制定更有趣、更吸引的促销方式来赢得客户,并且这种方式应该定期调整(或许只有促销的方法才谈得上“过时”二字吧)。不通过4P,就无法实现4C、4R或其他。只有4p才是企业可以掌握的要素,这是永远也不可能过时的真谛!!!

当然,营销不能光谈营销组合理论,首先要考虑市场的分析,也就是选择市场定位,划分市场细分和需求分析,但是我的老师呀,我写了,你瞎吗?
你说4p过时了,老师你瞎吗,我不是还加了public,我不是分析了,原来public属于促销策略,现在时代变了,信息流动太快了,公众获得信息太快,所以公共关系很重要,所以我提出来单写了。

我说老师呀,你不要再坑害我们的硕士生了好吗?

Actually, in the oral defense of MBA, a teacher said the 4Ps theory of marketing has out of time.
This theis is based on an enterprise. The focal point should be the practicality than the vogue. 4Ps theory is classical, not outdated.
Take the 4Cs marketing mix for example:(1)customer. How to focus customer, chat with them and analyze their demand? In all, what we need to do for customer is products(we can consider serveces as intangible product or assorted product ). (2)cost. An enterprise need to decline the cost of customers. Meanwhile, the enterprise need to get profit. The method is to make conformable price mechanism. (3)Convenience. Convenience is just target. Only the perfect place can provide convenience to customers. (4)Communication. Communication is not only through lauguage, but also by more activities. Promotion is just a kind of funny activities, which can improve the communicatio between enterprise and custmoers.
Take ths 4Rs theory as the second example.(1)Relevancy. Enterprise always plan to be binded with customers. But customers don't think so, only if you have excellent products or serveces or both. People perefer to consume the better things. When the product or services of an enterprise is better and better, buyer will get relevancy with it for a long time. (2)Reaction. Reaction is a close period. We need to pay much cost to realize the reaction. Therefore, the proper place can reduce the cost, and prove the reaction. (3)Relationship. To establish relationship witch customers. Eachone knows what we want to do. This period may be revoltive for customers. The key is to stimulate people, which is promotion. (4)Reward. The issue is also to balance enterprise and customers. The method still is the price.
The relationship between 4Ps with other marketing factors above is not complete. Product, price, place, promotion influence the result of other marketing fix. 4Ps are factors enterprese can control derectly. Without good product, all maketing methods are ungrateful. There is no lasting famos enterprise without nether good prodct or good service. Product and services this the source of enterprise life. Aroud the product, make a scientific, proper and rational price mechanism, arrange the suitable place(physical and Virtual), desing attractive promotion. These are necessary for other maketing fix.
In addition, public is indispensable supplement. Nowadays, network has developed. Public people can get the information of enterprise rapidly. Hence, public should not be the content of promotion. It has been the fifth P of marketing factor.
ppt_logo.png

Authors get paid when people like you upvote their post.
If you enjoyed what you read here, create your account today and start earning FREE STEEM!
Sort Order:  

我大學是念市場學的,4P理論太簡單,現在只會討論有PRODUCT,還是有PRICE先,現在都不講4p了講5p了,有了知音人不錯FOLLOW你

我不知道你看的是中文还是英文,一个学校的硕士生老师居然说4P过时了。。。