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1

Principle Of Marketing
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2
??? ??????(4PS)

• 4PS
• Product??
• Price??
• Place??
• Promotion??
• Strategy??
• ???????????4?P???
• Marketing Mix

3
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• ????(??)?????
• ??(??)????!??????????????????,?????????????
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4
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• (?)????????????
• (?)??????(Total Product Concept)
• ?????he?????
• ??????
• gainiankuozhan

5
??Revlon??(?????)

• ???(Revlon)(???)??????????????10???????????
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6
??Revlon??(?????)

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7
??Revlon??(?????)

• ???????????????????????????(Oscar dela
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• ????????????????,????????,????????????????????
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8
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• ???American Red Cross
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9
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10
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11
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12
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13
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14
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15
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• ?????????????????????,??????????????,?????,??
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• ?????????
• 1???(Brand)
• 2?????(Brand Name)

16
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• 3?????(Brand Mark )
• 4???(Trademark)
• ?????,???????????????,??????????,???????????
• ??????????,????????(?????)???????????,???????
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17
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• ????(??)????(????)
• 1???????
• ??(1)??????????
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• (4)??????????
• (5)???????????????????

18
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• ??????????????90?????????????
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19
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• 4)??????????(????????)???????????,???????????????
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20
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21
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22
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• 2??????
• 3??????
• 4??????
• 5??????
• 6??????
• 7??????
• 8??????
• 9??????
• 10??????
• 11??????
• 12??????
• 13??????

23
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• 6?????????????1924?????????????????,????????195
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• 7?????????????

24
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• ????(Packaging)
• ???????(????)
• ????(??????)
  ?????
• ?????????
• ???(Primary Package)(???)
• ???(???)(????)
  (Shipping Package)
• ????(Secondary Package )(?
  ??)(????)

25
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• 2)???????
• 3)??????
• 4)???????
• ?? ??????

26
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27
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28
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• ????(????)
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• 2????? ??????????????????????????????????????????
  
• 3?????????
• 4??????????????????????????????????????????

29
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• 6?????????????????? ??????????
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• ?????????????(1 ? ??)
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• 2)??????(?????)

30
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• 2???????(??????)
• 3???????
• 1)???????
• 2)?????(Sealed Bid P?
• 3)????(Action Pricing)
• ???????????,???????????

31
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• 1?????
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• (3)??????????2?????
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• 3???????

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• 2???????????
• 3??????????
• 4??????????

32
????????????????,????????????????????????,???????

• ???????????
• 1?????(Cash Discount)
• 2?????(Quantity Discount)
• ??????????
• 3?????(Functional D.)
• 4?????Seasonal Discount )
• ???????
• 5???(Allowance)????

• ????????
• 1?FOB?????(FOB Origin Pricing
• 2???????(Uniform Delivered Pricing)??????????,????
  ????????
• 3?????(Zone P)
• 4?????(Basing--point Pricing)???????
• 5???????(Freight Absorption Pricing)

33
?????????
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• ????(Psychological P)
• 1?????????????????????
• 2?????(????)???????
• 3?????
• 4?????(????)????,???,???????????,??

• ????(Discriminatory P)
• 1??????????
• 2????????????3????????????4????????????
• ????(1)??????????????(2)???????(3)?????????(4)????
  ??????(5)????

34
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35
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36
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37
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• (5)????????????

38
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39
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40
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• 339
• 336
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• ????(Distribution Channel)
• ???????????????????????????????????????????????
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41
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42
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43
?????? ???????

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  ,?????????
• 2???????????????,????????????,??????????????,???
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44
?????? ??? ???

• ???????
• ??(Retailing)
• ???(Retailer)
• ??(Wholesaling)
• ???(Wholesaler)
• ?????
• 1??????????????,??????
• 2???????????????,???
• 3??????????
• 4??????????

• ?????(????)
• 1????????????(Merchant Wholesaler)
• 2????????(Broker and Agent)
• 3????????????????(Branch and Office)
• 4??????
• ????????????
• ??????????
• ????????????
• ????,????,????
• ???????,????????????

45
?????

• ?????????????
• 1?????(Specialty Store)
• 2?????(Department S)1852???????????????????????
  ?,20??2\30????
• 3?????(Supermarket)????????1912??1916??????
• 4?????(Convenience S)

• ?????????????
• 1?????(Discount Store)
• 2?????(Warehouse Store)
• 3??????(Catalog Showroom)
• ?????????????
• 1??????(Self-service Retailing)
• 2???????Limit-service Retailing)
• 3????????(Full-service R)

46
?????(?)

• ??????????????
• 1??????Central Business District)?????????????,
  ?????
• 2????????(Regional Shopping Center)??40100?????
  ?,??????10100?,?????30???
• 3????????Community Shopping Center)??1550????,??
  ??210??,????11.5???
• 4???????

• ???????(Non-store Retailing)??14
• 1?????(Direct Marketing )
• (1)??????(Direct-mail Marketing )
• (2)????
• (3)????
• (4)????
• 2???????(Automatic Vending)
• 3?????(Buying Service)
• 4?????(Door-to-Door)

47
????????(Promotion Mix)

• ??(Personal )
• ???? ??(Advertising )
• ??(??) ????(Sales P)
• ????(Public Relations)
• ????(Sales Service)
• ?????? ????(Push Strategy)
  ????(Pull Strategy )