what is Promotion Mix ?

what is Promotion Mix?
產品行銷組合（marketing mix）即是進一步（細部）的行銷策略規劃，有點像策略規劃過程中的執行方針（Action plan）擬定，傳統上常聽到的行銷4P、行銷7P或是行銷4C即是對應行銷組合分析的相關專有名詞。

行銷4P即是Product（產品）、Pricing（價格）、Promotion（促銷）與Placement（通路），分別說明如下[1]：


Product（產品）: The Product management and Product marketing aspects of marketing deal with the specifications of the actual good or service, and how it relates to the end-user's needs and wants.
Pricing（價格）: This refers to the process of setting a price for a product, including discounts.
Promotion（促銷）: This includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company.
Placement（通路） or distribution refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to “where” a product or service is sold, e.g. in which geographic region or industry, to which segment (young adults, families, business people, women, men, etc.).






除了上述4P外，另外常見的行銷7P即是在上述四項因素下增加另外三項，包括[1]：


People（人員）: Any person coming into contact with customers can have an impact on overall satisfaction. Whether as part of a supporting service to a product or involved in a total service, people are particularly important because, in the customers' eyes, they are generally inseparable from the total service. As a result of this, they must be appropriately trained, well motivated and the right type of person. Fellow customers are also sometime refereed to under 'people', as they too can affect the customers service experience (e.g. at a sporting event).
Process（流程）: This is the processes involved in providing a service and the behaviour of people, which can be crucial to customer satisfaction.
Physical evidence（具體感受）: Unlike a product, a service cannot be experienced before it is delivered, which makes it intangible. This therefore means that potential customers perceive greater risk when deciding whether or not to use a service. To reduce the feeling of risk, thus improving success, it is often vital to offer potential customers the chance to see what a service would be like. This is done by providing physical evidence, such as case studies, or testimonials.

需要說明，上述不論行銷4P或7P，多屬於站在產品供應端（supply side）的思考架構論，若以需求端（demand side）論，即有行銷4C概念提出，文獻上包括傳統行銷4C與新興電子商務行銷4C等[5]：


傳統行銷4C：顧客需求（Customer）、顧客成本（Cost to the customer）、便利（Convenience）、溝通（Communication）
網路行銷4C：顧客經驗（Customer Experience）、顧客關係（Customer Relationship）、溝通（Communication）、社群（Community）

如果將供給端4P與需求端4C建立對應關係，則可得如表一之對照表，其中買賣雙方的對象均為產品與服務（product），因此獨立出來，其餘4P與4C可清楚由供給端與需求端角度釐清，例如people即是供給端的客服人員，而customer即是需求端的消費者等。

行銷組合階段的最終查核工作即是每一產品或是每一產品線的4P與4C策略。

最後，上述所論行銷三階段，包括環境分析階段、行銷策略規劃階段與行銷組合階段等，初步看起來是一線性思考關係，但是實際執行上，應該在每一階段完成後，回饋（feedback）到前一階段進行修正（iteration）與思考方向調整，亦即工業管理中PDCA環之流程管控也需要進一步引入到相關行銷策略規劃流程中。(1916 字)





表一　 4P與4C對應關係


Product


Supply side

Demand side


People

Customer


Price

Cost to the customer


Place

Convenience


Promotion

Communication

Promotion Mix=晉級參與