What are the marketing mix factors?

Marketing mix factor

Marketing combination factors mainly refer to the factors in the process of enterprise marketing activities. However, in the marketing activities of enterprises, there are many controllable factors and the subdivision is also very complicated. In order to facilitate analysis and application, people put forward many classification methods, among which the "4P" [1] classification method proposed by Professor MacArthur, an American marketing scientist, is the most popular. There are four types: products, pricing, distribution channels and promotion. These English words are called "4p" for short, because they all start with p.

The following will briefly describe the "4p" combination elements as follows:

Products represent the products and services provided by enterprises to their target markets. Including: product quality, appearance, style, brand name, trademark, packaging, trading rights, services, guarantees, etc. The design and development of products must be based on meeting the needs of consumers.

B, the price (pricing) represents the price of goods purchased by customers. Including: price, discount, payment method and credit terms listed in the price list. This is a very sensitive factor in the marketing mix. First of all, the price setting must generate profits. Secondly, when competitors launch similar products, the price must be adjustable and competitive.

C. Place or marketing channel refers to the whole process of product entity transferring from producer to consumer (or user). It is a commodity circulation network composed of all manufacturers and middlemen. If it is consumer goods, it usually goes through wholesalers, distributors and retailers, which is a long and wide channel; Generally, the channels through which industrial means of production pass are dealers to users, or manufacturers directly to users, which is a shorter channel.

D. Promotion refers to various activities carried out by enterprises to publicize the advantages of products and persuade customers to buy their products, such as personnel promotion, advertising promotion, commercial promotion, etc. Here, it is important to organically combine various methods to produce overall good results.

In a word, the marketing combination is to regard the enterprise as a system by means of system analysis, and all kinds of marketing factors and means within the enterprise are subsystems of this system. According to the conditions of the target market and external environment, enterprises should make the subsystems of this system interact and coordinate with each other in the dynamic and complex business process to optimize the overall strategy.

2

Marketing mix factors and commodity packaging

Modern marketing concept advocates using the decision of marketing combination factors as a whole to carry out marketing activities, that is, making decisions on products, prices and promotions. The function and function of commodity packaging are reflected in the above marketing mix factors, and at the same time, it shows different promotion characteristics.

2. 1

Packaging strategy suitable for product matching

Under the condition of market economy, commodity packaging is a part of the whole product. Unpacked products are not products mentioned in marketing, because most products are packaged before the production process is completed. So what kind of commodity packaging strategy can be adopted to match the marketing elements of the product? Generally speaking, there are three main types:

First, the hierarchical packaging strategy. Products are divided into several grades, with high-quality products in high-quality packaging and general products in ordinary packaging.

Similar packaging strategy. Enterprises adopt the same pattern, similar color and similar shape in the packaging appearance of various products they produce. This kind of packaging similar to Wuliangye and Wuliangchun wine makes users and consumers easily associate with the products of the same enterprise, and achieves the purpose of establishing a good product image through the existing packaging impressions of users and consumers.