Apple Thinks Of Marketing 4P

"The furthest distance in the world is that when we go out together, you buy the four generation of apple (iPhone4), and I bought four bags of apples."

This is a popular phrase at the moment.

Marketing 4P theory, first appeared in the United States in 20s, is limited to how to realize the pfer of commodity ownership and entity, which takes sales as the core.

Mccarthy (JeromeMcCarthy) made it more organized and clearer. In his book "basic marketing: management method" published in 1960, he first proposed the 4P factors of marketing mix: Product (product), Price (price), Place (channel), Promotion (promotion), that is, the so-called marketing 4P theory.

From the development of marketing theory, 4P theory is a sign of maturity in marketing.

Personally think: a brand, in the 4 elements of 4P, if any of them can play to the extreme, can make the product sales volume increase, thus greatly enhance the market share; if the 4 elements can simultaneously play the extreme, then it will be invincible, but this kind of boundary seems to be difficult to achieve.

Usually, more brands are just one or two elements to the extreme.

Apple iPhone4 is the product of the ultimate, whether from software, hardware performance or expansion of applications, any comprehensive performance is ahead of all smart phones, the product is so extreme, not global hot sales, that is strange. I know the electrical industry, there is a focus on steel switch enterprises, less than 4 years, but "has been in the lead, never been surpassed", this is not a miracle, but its focus on the precise positioning of steel switch, the market segments to make full channels, so that the rapid rise in the industry, leading the industry's first.

There are three kinds of health products such as oral liquid, brain platinum and so on. They once had a glorious history and had boundless scenery.

As far as the price and sales promotion are concerned, the most common practice of many domestic enterprises is not enumerated.

With the development of 4P theory, Kotler, the marketing master, has increased 2P, namely PoliticalPower (political power) and Public Relations (Public Relations). The company has reached a certain height, and this 2P is indispensable.

If you want to increase 1P, then it should be: people, people oriented. After 4P, 4C develops (4C is Customer customers, Cost costs, Convenience convenience and Communication communication), and 4S (4S: satisfaction, service, speed, sincerity) and so on, so some people think that the theory is out of date. In fact, these three marketing theories are not obsolete, no matter what happens, but their emphasis is different: they are products oriented; they are oriented by the convenience of buying; while the latter is service oriented.

Each has its own strong points, just like the art of War: "the best use is in the mind", mainly in terms of how to use it.

Marketing strategy is guidance, marketing tactics is the specific application of strategy. 4P is the basic content of marketing tactics. It is always an important part of marketing theory system. How can it be out of date? Just as Mr. Kotler, a famous marketing expert, said, "marketing mix is a tactical toolbox of the company. These tools can be used together to establish a strong position in the target market."

From the perspective of China's marketing practice, 4P theory still has practical guiding significance.