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1、4Ps of marketing with the 4Rs theoretical framework in the status of a bone of contention Abstract: 4Ps and the 4Rs theoretical framework in marketing in the position of a bone of contention. From a strictly marketing mix definition, the two do not belong to the same research areas. McCarthy made fr
2、om a combination of the intention of 4Ps marketing and relationship marketing and trading relationship between the view, the seller of thinking, does not exhaust the complexity of the marketing change and relationship marketing paradigm 4Ps failure, etc. 3 4Rs rebuttal, and the main reason for 4Ps w
3、ithout a solid theoretical basis. Therefore 4Rs theoretical framework to replace the 4Ps in marketing in the core of the conclusions were not substantiated. Relationship between the two is: 4Rs is the 4Ps of the marketing environment in the new development under the two different definitions of prod
4、ucts and services associated with corporate behavior, attention to different aspects of the exchange. Abstract: Different scholars believed that the theory of 4PS and marketingmix should be supp lemented, modified or substituted. Among these views, the roles of 4Ps and 4Rs in marketing theory are a
5、hot top ic. In this paper, we an alyze that 4Rs is not included in the concep t ofmarketingmix as 4Ps is. We focus on the debate over 4Ps and 4Rs from three perspectives and conclude that 4Rs should not substitute 4Ps. The three perspectives include, whether 4Ps is seller - oriented, whether 4Ps is
6、too simp le to include allmarketing variables and whether under the paradigm of relationship marketing, 4Ps has been out dated. At last, the relationship between 4Ps and 4Rs is discussed. A theory of the evolution of the marketing mix 4Ps With the evolution of marketing thought development, and mark
7、eting functions of the school based on the birth of the marketing mix theory and triggered a series of arguments. (A) 4Ps mix and status of the establishment of proposed In 1953, Nierbodeng (Neil Borden) for the first time the marketing mix word. 1 In 1956, Harry Hansen (Harry Han2sen) the marketing
8、 variables are divided into product policy, distribution, advertising, personal selling, pricing and sales activities six categories, and for the first time combined with the 4P approach is similar to the preparation of teaching materials can be described as the embryonic form of 4Ps Portfolio Theor
9、y. 2 in 1960, E * J McCarthy (EJ McCarthy) will be simplified as the marketing mix 4Ps mix, ie product (Product), the price Price), channel (Place), Promotion (Promotion) four elements. 3 In 1967, Philip Kotler (Philip Kotler) in an edition of Marketing Management: Analysis, planning and control in
10、order to 4Ps of marketing strategies as a combination of the framework. Along with McCarthy, and Kotler MarketingMarketing+ManagementMarketing Management, represented by the status of school authority to establish its marketing, selling monograph, 4Ps of marketing theory in academic circles to be wi
11、dely disseminated and quoted. (B) 4Ps mix development 4Ps of marketing was once regarded as a paradigm of the undisputed, but in many scholars from the marketing environment, changes in trends were 4Ps glimpse of the deficiencies, and try to add them from a different perspective, amendment and devel
12、opment. 1. 4Ps mix of complementary Some scholars believe that the 4Ps of marketing mix of the theoretical value should be affirmed, but the broad fundamentals of insufficient, so a number of them added. The most common practice is to add more P content. Typically include Booms (Booms) and Bint in (
13、Bitner) made under the 7Ps combination of service features. Philip Kotler in the big marketing in the proposed 6Ps combination. After the turn expanded to include marketing mix 4Ps of marketing strategies and people, including 11Ps combination. Page Germany (Judd) advocated an increase in staff (peo
14、p le) for the fifth P. Johnson (Johnson) will be 4Ps extended 12Ps. 1 There are also some scholars have tried to get rid of P way of thinking shackles, in order to increase the number of non-4Ps at the beginning of the letter P variables. As in 1985, Trano (Traynor) to study (research) as a fifth va
15、riable; in 1990, Berry (Berry) an increase in the 4Ps on the basis of the service (service), customer sensitivity ( customer sensitivity) and customer convenience (customer convenience) three variables. 4 2. For the amendment 4Ps mix Kent (Kent, R. A), and Walter van wert Scoot (Walter VanWaterschat
16、) and other scholars believe that, 4Ps mix is based on speculation rather than the strict interpretation of inductive methods of marketing elements listed in the list that exists between the various variables overlapping defects, only to be added is not enough, should be suitable amendments. 5 - 6 A
17、 typical point of view there are three: First, the maintenance of 4Ps unchanged, changing the name of each variable. As Kotler once tried to redefine the basic functions of each of P, who were used to structure, value assessment, channels, sales promotion and symbols to replace the classic 4Ps 7, bu
18、t the analytical content unchanged; Rowan-kun and Jin-Ming Wu separately proposed a 4V portfolio theory, the former refers to the product portfolio 4V diversity (Versatility), the price of the value of (Value), pathway compound (Variation), to promote interaction (Vibration); the latter refers to 4V
19、 combination differentiation (Variation), functional (Versatility), added-value (Value), resonance (Vibra2tion). 8 from the interpretation of two scholars, shows how 4V only conventional portfolio theory, the re-4P expression and perfection. Second, maintaining the 4Ps model, based on the P at the b
20、eginning not to use a variable to modify the 4Ps of marketing individual variables. In such studies, particularly in the first four pairs of P (Promotion) up to the challenge. If沃特斯库特 compare the promotion and communication similarities and differences between the two variables that the promotion is
21、 a basic characteristic is that its a negative definition; 9 McCarthy, and Kotler of promotion renamed communication (communica2tion), but its content with the original four kinds of promotional tools no difference is only a synonym substitution. 10 - 11 Fei Li and Wang Gao In addition to the first
22、four P into transmission, there will be staff of sales and distribution strategy to include man-made direct marketing part of the 4Ps into 3Ps C model. 12 Third, break the inherent 4Ps framework, from a different perspective study marketing mix. As early as 50 years in the 20th century, the Copenhag
23、en School of Economics perspective on trying to put forward arguments based on the theory of dynamic marketing mix, but not as simple 4Ps but have not received the academic recognition. 961 years, Fry (Frey) all of the marketing decision variables are divided into supplies, methods or tools categori
24、es; 3 Nierbodeng made of 12 marketing mix factors; 13 Zhuang military application of constraint equation its lack of 4Ps marketing mix models to amendment, the objective function needs combined model. 2 the main thrust of these studies, consistent with the 4Ps are all in search of the key marketing
25、variables, but significant breakthrough in research methodology inherent in the framework of the 4Ps. 3. 4Ps mix for the replacement In 1990,罗伯特劳特 friend (Robert Lauterborn) published by 4 P retirement, 4C to replace the one-wen-4 Cs replaced by 4Ps point of view the origin, in his meeting with Shul
26、tz (Don E. Schultz), who co-authored the Integrated Marketing Communication a book, but also reinforced this view. 14 The so-called 4Cs combination, namely, consumer problem solving (Con2sumer solution), the cost to consumers (consumer cost), convenience (convenience) and communication (communicatio
27、n). In 1996, Schultz made 4Rs portfolio theory, that the market reaction (Reaction), customer related (Relativity), relationship marketing (Relationship) and interest returns (Retribution). 14 on the marketing mix 4Rs another formulation of the 2003 American scholar Aiello Kate Berg (ElliottEttenber
28、g) - subversion in the 4 Rs marketing 4Ps of marketing a new theory of a book made of relations ( Relationship), save (Retrench2ment), association (Relevancy) and reward (Reward). 14 Aifutemai Ferguson (Evert Gummesson) further put forward the relationship between networks, interactive characterized
29、 30Rs relationship portfolio. 16 This theory of the three Rs Despite some differences between the variables, but all based on the analysis of relationship marketing perspective. In the following analysis, we have these three as one theoretical viewpoint, known 4Rs theory. (C) 4Ps marketing mix focus
30、 of debate Development of the theory in the evolution of the marketing mix, because of 4Ps, 4Cs and the most far-reaching impact of 4Rs, so these three in the framework of the status of marketing theory will become the focus of debate. This problem, some scholars hold to replace the theory that the
31、4Ps are outdated 14, should be to subvert the 4Ps; other, some scholars think that 4Rs is not right 4Ps of subversion, but to 4Ps of innovation and development. As Philip Kotler from the Marketing Principles 7th edition onwards, in the marketing course in an absorbing Lauterborns 4Cs theory; 17 Wang
32、 Chenghui made a will 4Rs merged with the 4Ps of marketing theoretical framework. 13 Through careful marketing function cf, we find that 4Cs of each variable with the 4Ps strictly reciprocal relationship with the customer perspective only product in the form of differences in perspective only; and i
33、ts integration with the 4Rs can be traced back to the communication theoretical inheritance relationship. Therefore, our analysis only focused on the 4Ps and the debate between 4Rs. 2 4Ps and 4Rs argument parsing (A) The focal point of analysis from the two arguments 4Ps and 4Rs stripping from so ma
34、ny debates is the question of the appearance, its logic as follows: First, from a variety of arguments to clarify whether it fundamentally belong to the same proposition, necessary to confirm whether the argument; In the premise, and then focus on controversial point of view, analyzing the possibili
35、ty of establishing the basis of their arguments. 4Rs debate on the 4Ps and the analysis of no exceptions. 1. Whether it belongs to the same subject for study 4Ps Portfolio Theory derived from the marketing mix theory, for which, we should explore the 4Ps and the controversy over whether 4Rs necessar
36、y, it should first recognize the essential characteristic of marketing mix. McCarthy will be the marketing mix is defined as businesses together to meet the target market of the controllable variables. 3沃特斯库特 that the marketing mix is the target market in order to obtain a certain response to a seri
37、es of combinations and demand closely linked to control elements of In particular, he stressed the inclusion of the marketing mix elements should be able to directly affect the demand for The. 6 Philip Kotler that the marketing mix is the enterprise for the pursuit of marketing objectives can contro
38、l the marketing mix variables. 17 Thus, the marketing mix is a very flexible concept, the key lies in whether the variables which have two key features, one is controllable, and the second helps to marketing goals. On this basis, we analyze the 4Ps and the 4Rs compliance with these two characteristi
39、cs. First, regarding the controllable characteristics,沃特斯库特 defined as able to establish the elements of marketing value. 6 Obviously, this requires actors to fully grasp the who what when and where to implement the marketing mix. The 4Ps of the action rather than by the enterprises using their own
40、resources by the marketing department and related departments to the specific implementation, and therefore 4Ps of planning, organizing, Shi and so on into the control of the enterprise, its value can be derived by a specific input-output ; while a lot of variables is the role of 4Rs business and st
41、akeholder interaction results. Such as ancient Mason (Gummeson) has said, those involved in both marketing professionals, but also outside the enterprise of part-time marketers (part - timemarketers), and the latter in number than the former. 15 These actors and enterprises do not have a close contr
42、actual relationship, enterprises can not compare to its control of natural and 4Ps. Secondly, with regard to to achieve marketing goals characteristics沃特斯库特 be strictly defined as could be a direct impact on demand. 6 Obviously, 4Ps of each variable separately to solve the customer to meet the deman
43、d existing in the process of ownership, value, space, information 5 and other obstacles, it can directly affect the demand factors, and there is the specific measure used to quantify each variables role in the realization of marketing objectives; contrast, 4Rs variables are more abstract, the partic
44、ipants beyond the enterprise boundary, it is difficult to strictly quantitative indicators used to measure the role of their marketing objectives. However, the internal logic 4Rs relationship marketing and the fit with each other, but with relationship based on customer equity boost for the role of
45、marketing has been Gelunusi, the ancient mansion and other scholars recognized. This is exactly the 4Rs can get some scholars and practitioners support and challenge the status of the reason 4Ps of marketing. The foregoing analysis, 4Rs combination of the marketing mix does not meet the definition o
46、f controllability features of the stringent requirements, and thus does not meet the marketing mix in general commonalities, not part of its research areas, nor is there a natural to replace or not. 2. 4Rs The rationale to replace the 4Ps can be set up Precisely because of 4Rs have a to achieve mark
47、eting goals this feature, stakeholders, taking into account the interests of mutual checks and balances will lead to increasingly close co-operation, 4Rs of controllability characteristics will follow is highlighted. Therefore, if we become resigned to relax the marketing mix is defined as the requi
48、rements may be 4Rs and 4Ps as one subject for study. In this way, scholars have questioned whether the establishment of the 4Ps become a replacement theory the crux. In 4Ps many questions and doubts about the scholars generally agreed that the crux of the problem lies not in their number of variables to choose whether or appropriate, but its theoretical foundation loose. Van den Bulte (Van den Bulte) will be summarized in 4Ps theory of defects in nin
