問15
頻出度★★★
マーケティングミックスの説明として, 適切なものはどれか。
平成24年度 秋期 ITパスポート試験 問15
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 15
Incorrectア
Organizing the situation from the four viewpoints of opportunities, threats, strengths, and weaknesses is SWOT analysis, not the marketing mix. In SWOT analysis, opportunities and threats capture the external environment such as market trends, competitors, laws and regulations, and technological change, while strengths and weaknesses capture the internal environment such as technical capability, brand, human resources, and finances; the two are then matched against each other to derive the direction of the strategy. It is ultimately a method of environmental analysis, not a framework for combining measures such as product and price.
Incorrectイ
Analyzing the three parties of customer, competitor, and company is 3C analysis, not the marketing mix. 3C analysis is a framework for analyzing the business environment: it grasps three aspects — the customer's needs and market size, the competitors' strategies and strengths, and the company's own management resources and capabilities — in order to find a position where the company can win. Its elements are not measures such as product, price, place, and promotion, and on that point it can be distinguished from ウ.
- ウ
正解 The correct answer is ウ, “An approach that examines the elements of product, place (distribution), price, and promotion, and then formulates a strategy.” The marketing mix is the idea that a company combines, in the best possible way, the marketing means it can control, and applies them to the target market it has aimed at. The representative framework that organizes these means is called the 4P, after their initials, and it consists of the following four items. Product — quality, functions, design, brand, warranty, and so on; that is, what to offer. Price — list price, discounts, installment payment and payment terms, and so on; that is, at what price to offer it. Place (distribution / channel) — selecting stores and agents, location, inventory, transportation, and so on; that is, where and how to deliver it to the customer. Promotion — advertising, personal selling, publicity, campaigns, and so on; that is, how to make it known and lead to a purchase. The four items in choice ウ correspond one-to-one to these 4P. What matters is that the four are not decided separately but are made consistent with one another. For example, for a product on a luxury-brand line, the price is also set high, distribution is narrowed to department stores and directly managed shops, and promotion uses image-oriented advertising — the whole mix must form one coherent strategy. Note also that the 4P is an organization of the topic seen from the seller's side, and it is often explained by pairing it with the 4C, which restates it from the buyer's side (Customer value, Cost borne by the customer, Convenience, and Communication).
Incorrectエ
Classifying products or businesses into stars, cash cows, problem children, and dogs is PPM (product portfolio management), not the marketing mix. PPM places the company's product lines in four quadrants formed by the two axes of market growth rate and market share, and it is a method for judging the allocation of management resources: funds earned by cash cows are put into stars and promising problem children, while withdrawal is considered for dogs. Both its purpose and its object differ from those of the 4P, which builds up how an individual product is sold.
ここがポイント
- The content of the marketing mix is the 4P — Product, Price, Place (distribution), and Promotion. The key point is to combine these four in the best possible way for the target market so that the measures are mutually consistent and coherent; it helps to memorize them alongside the 4C, which restates them from the buyer's side (customer value, cost, convenience, and communication).
- For the frequently tested frameworks in management strategy and marketing, tell them apart instantly by their sets of keywords — the 4P means product, price, place, and promotion; SWOT analysis means strengths, weaknesses, opportunities, and threats; 3C analysis means customer, competitor, and company; PPM means stars, cash cows, problem children, and dogs. Train yourself so that the moment you see the set of terms lined up in the choices, you can identify which framework it is.
用語