問23
頻出度★★★
複数のマーケティング要素を組み合わせてマーケティングを展開する手法はどれか。
平成23年度 特別試験 ITパスポート試験 問23
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 23
Incorrectア
The marketing concept is the basic philosophy or way of thinking that runs through a company's whole marketing activity, such as building the business starting from customer needs. It gives overall direction to those activities, and is not itself a method of concretely combining multiple elements such as product and price, so it is wrong.
Incorrectイ
A marketing channel is the distribution route through which goods and services reach consumers from the producer (wholesalers, retailers, direct sales and so on). It is no more than one element, place, among the 4Ps that make up the marketing mix, and it is not a word for a method of combining multiple elements, so it is wrong.
- ウ
正解 The correct answer is ウ, the marketing mix. The marketing mix is a method in which a company, in order to achieve its goals in the market, combines the four elements (the 4Ps) of product, price, place and promotion, and adjusts them into the best balance for its market and its customers. The description in the question, “a method of developing marketing by combining multiple marketing elements”, is simply another way of stating this idea of combining the 4Ps. The word mix in the name itself means putting several things together, while the other choices are all terms for a single element or a single idea, so the marketing mix, whose essence is combination, is the only one that fits. In addition, the 4Cs — customer value, cost, convenience and communication — which restate the 4Ps from the buyer's point of view, are a related term expressing the same idea of combination.
Incorrectエ
Merchandising, also called product planning, refers mainly to a retailer's product-planning activity: assembling and offering the right goods at the right time, in the right quantity, at the right price and in the right place. It focuses on the assortment of goods and on the layout of the sales floor, and is not a term for a method of combining the whole 4Ps, so it is wrong.
ここがポイント
- Marketing mix = a method of combining and optimizing the 4Ps: product, price, place and promotion. Restated from the buyer's point of view, they become the 4Cs (customer value, cost, convenience, communication).
- Telling the confusable related terms apart: marketing concept = the basic philosophy of the activities; marketing channel = the distribution route (the single element place among the 4Ps); merchandising = product planning. None of them carries the meaning of combining multiple elements.
用語