問30
頻出度★★★
“製品”，“価格”，“流通”，“販売促進”の四つを構成要素とするマーケティング手法はどれか。
平成26年度 春期 ITパスポート試験 問30
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 30
Incorrectア
Social marketing is the idea that a company should not think about its activities purely in terms of pursuing profit, but should carry them out while keeping harmony with the interests of society as a whole (the public good) — environmental protection, saving resources, contributing to the local community, and so on. It concerns the philosophy and viewpoint of what a business puts first; it is not a term for the combination of the four tools of product, price, place, and sales promotion.
Incorrectイ
Direct marketing is a technique that uses direct mail, telephone, e-mail, online shopping sites and the like to appeal to each individual customer directly, without going through wholesalers, retailers or other intermediaries in distribution, and to obtain a direct response (an order or an inquiry). It focuses only on the way customers are approached and sold to, so it is one individual technique, not the framework that combines the four elements.
Incorrectウ
A marketing channel means the route by which a product travels from the producer to the consumer (the sales route or distribution route), together with the wholesalers, retailers and other organizations involved in it. It corresponds to only one element of the 4P, namely place (Place), and is not the name of an approach that covers all four, so it cannot be the answer to this question.
- エ
正解 The correct answer is エ “Marketing mix”. The marketing mix is the idea that a company takes the several marketing tools it can control, combines (mixes) them in the best possible way for its target market, and thereby achieves the effect it is aiming at. Its most famous set of elements is exactly the four listed in the question: product (Product), price (Price), place / distribution (Place), and sales promotion (Promotion). Because all four begin with P, they are called the 4P. What kind of product to make (Product), what price to sell it at (Price), through what route to deliver it to customers (Place), and how to make people aware of it and want to buy it (Promotion) — these four are not decided separately; they must be designed together so that they are consistent with one another. For example, a luxury brand has to keep its 4P consistent: a high-quality product, a relatively high price, a limited set of shops, and image-focused advertising. The question lists these four elements just as they are, so the approach that has them as its components is the marketing mix. Note also that the 4P is a framework seen from the seller side; it is worth memorizing it together with the 4C, which restates it from the buyer side (Customer Value, Cost, Convenience, Communication).
ここがポイント
- Marketing mix = the idea of combining several marketing tools in the best way toward a target market. Its representative elements are the 4P: product (Product), price (Price), place (Place), and sales promotion (Promotion). If you simply memorize how these four initials map to their meanings, you can answer instantly — this is a standard question that appears again and again.
- Telling confusing marketing terms apart: a marketing channel refers only to place (Place) within the 4P, so it is a partial concept; direct marketing is an individual technique that appeals to customers directly without intermediaries; social marketing is a philosophy that puts weight on harmony with the interests of society as a whole. When you are asked for the framework that ties the whole thing together, choose the marketing mix (4P).
用語