According to modern marketing theory, 4P marketing theory refers to "product, price, channel and promotion". How to understand this basic theory?

There are many controllable variables in marketing mix, which can be summarized as four basic variables, namely, product, price, place and promotion. Because the English prefix of these four terms is "P", the marketing mix is also called 4p mix.

The "product" in the marketing mix represents the combination of goods and services provided by the enterprise to the target market, including quality, appearance, style, brand name, packaging, size or model, service, guarantee and return.

The "price" in the marketing mix represents the price when customers buy goods, including the price, discount, preference, payment terms and credit terms listed in the price list.

The "positioning" in the marketing mix represents various activities carried out by enterprises to make their products enter and reach the target market (or target customers), including channel selection, middleman management, logistics management and so on.

"Promotion" in marketing mix refers to all kinds of activities carried out by enterprises to publicize and introduce the advantages of their products and persuade target customers to buy their products, including advertising, promotion, publicity and personnel sales promotion.

Marketing mix has the following characteristics:

1 marketing mix factors are "controllable factors" for enterprises;

2. Marketing mix is a composite structure;

3. Marketing mix is a dynamic mix;

Marketing mix should be restricted by the enterprise's market positioning strategy, that is, design and arrange the corresponding marketing mix according to the market positioning strategy.

Philip kotler put forward a new theory in 1984. He believes that enterprises can influence their own marketing environment, and should not simply obey and adapt to it. Therefore, in addition to the "4p" of the marketing mix, two "P" s, namely power and public relations, should be added to become "6p". In other words, we should use political power and citizen relations to break down the trade barriers in the international or domestic markets and open the way for the marketing of enterprises. He called this new strategic idea "giant marketing".