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本世纪50年代,美国急剧膨胀的军事工业转为民用工业,第三次科技革命的发展,劳动生产率大大提高,商品供过于求,竞争异常激烈;同时,广大居民的购买力大幅度提高,消费者对商品的品质、花色、款式等要求更加挑剔。在这种背景下,美国的麦卡锡(Jerome Mocarthy)于1960年出版了《基础市场学》,提出了市场营销“四P组合理论”。理论包括产品策略(Product)、价格策略(Price)、促销策略(Promotion)和分销渠道策略(Place)。产品策略在四P
In the 1950s, the rapid expansion of the U.S. military industry was transformed into civilian industry. The development of the third scientific and technological revolution led to a dramatic increase in labor productivity, over-supply of goods and fierce competition. At the same time, the purchasing power of the vast majority of residents has risen dramatically. Consumers’ The quality, color, style and other requirements more critical. Against this background, Jerome Mocarthy in the United States published “Basic Market Science” in 1960 and proposed the “Four P Combination Theory” of marketing. Theory includes product strategy, price strategy, promotion strategy and distribution strategy. Product strategy in the four P