問2
頻出度★★★
マーケティングミックスの検討に用いる考え方の一つであり, 売り手側の視点を分類したものはどれか。
平成29年度 春期 ITパスポート試験 問2
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 2
Incorrectア
4C is a concept that pairs with the 4P, but it views marketing from the buyer's (customer's) perspective rather than the seller's. It consists of four elements: Customer value, Cost (the cost borne by the customer), Convenience, and Communication. Because the perspective is the opposite, it is incorrect.
- イ
正解 The correct answer is choice イ, the 4P. The marketing mix is the idea of optimally combining and carrying out multiple elements in order to achieve goals in a market; among these, the framework that classifies measures from the seller's (company's) perspective is the 4P. The 4P comes from the fact that the initials of Product, Price, Place, and Promotion are all P, and it represents the four elements a seller can manage and decide: what to sell, at what price, where (and how to deliver it), and how to make it known and sell it. Because it matches the condition of the seller's perspective stated in the question, choice イ is correct.
Incorrectウ
PPM (Product Portfolio Management) is a method that uses a matrix with two axes, market growth rate and market share, to classify a company's businesses or products into stars, cash cows, question marks, and dogs, and to consider how to allocate management resources. It is not a marketing-mix framework, so it is incorrect.
Incorrectエ
SWOT is a method that organizes a company's Strengths and Weaknesses together with the Opportunities and Threats of the external environment in order to analyze the direction of its management strategy. It is not a marketing-mix classification, so it is incorrect.
ここがポイント
- Remember that the seller's-perspective framework of the marketing mix is the 4P (Product, Price, Place, Promotion).
- Distinguish that the 4P (seller's perspective) and the 4C (buyer's perspective) form a pair, whereas PPM and SWOT are analysis methods that differ in nature.
用語