平成29年度秋期 ITパスポート試験問32

This question's explanation and your answers so far.

問32

頻出度★★★

マーケティングミックスにおける売り手から見た要素は4P と呼ばれる。これに対応する買い手から見た要素はどれか。

出典　平成29年度秋期 ITパスポート試験問32

解説

問 32

ア
正解 The marketing mix is the idea of organizing the elements a seller (company) uses to act on the market into the “4P”= Product, Price, Place, and Promotion. Restating these from the buyer's (customer's) perspective gives the “4C”: Customer value corresponds to Product, Cost (the cost the customer bears) to Price, Convenience (ease of obtaining the product) to Place, and Communication (two-way interaction between the company and the customer) to Promotion. This question asks for the buyer's-side elements that correspond to the seller's 4P, so the answer is ア, “4C”.
Incorrectイ
“4S”is not an established marketing-mix term that pairs the seller and buyer the way 4P and 4C do, and it does not represent a set of four buyer's-perspective elements. It is a dummy choice.
Incorrectウ
AIDMA is a purchasing-behavior model describing the psychological process a customer goes through from becoming aware of a product to buying it (Attention → Interest → Desire → Memory → Action). It is not a framework of buyer's-side elements corresponding to the 4P.
Incorrectエ
SWOT is an environmental-analysis method that organizes a company's own Strengths, Weaknesses, Opportunities, and Threats. It is not a set of buyer's-perspective elements corresponding to the marketing mix's 4P.

ここがポイント

The marketing mix's 4P (Product, Price, Place, Promotion) is the seller's perspective and the 4C (Customer value, Cost, Convenience, Communication) is the buyer's perspective; the two correspond one to one.
Distinguish that AIDMA is a purchasing-behavior model and SWOT is an environmental-analysis method — neither forms a pair with the 4P.

用語

解答問32ア