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3. "4C" SIVA
˳
1. .
. , 4 Д:
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-price ();
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(Albert W. Frey) 1961 . , : (, , , , ), (, , , PR).
1964 . (Jerry McCarthy) 4P , , , , ( ) . "". "4". . "4" 1965 The Concept of the Marketing Mix, . , .
1981 . . (Bitner, J. and Booms, B.), , "P": , .
1990 ϳ (Bob Lauterborn) "4".
2005 . ij . (Chekitan S. Dev, Don E. Schultz) SIVA, "4P". . (Otilia Otlacan) 2P +2C +3S.
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2. . , () : , , , ..;
3. , (). , ' , , ' , , , , ;
4. dz . , , promotion-mix. :
ü - - , , ;
ü sales promotion, ( ). , - , , ;
ü PR, publicrelations. ' . ' : PR - , , , , ;
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, , , . , 7, personal, process, physical surround ( 쳺 , ).
5, people, , - , , . , (people) , , . , -.
( ) "" "7", "4P" 3:
1. People () , -.
2. Process () , ' .
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, "" , .
""
"4P". "4" , . "P" :
Ø (PACKAGE);
Ø (PURCHASE) , ;
Ø (PERSONNEL);
Ø (PHYSICAL PREMISES / SURROUND) , ;
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3. "4C" SIVA
"4C"
"4", "". "4", 1990 .
:
1. Customer needs and wants .
2. Cost to the customer .
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3. Communication .
4. Convenience .
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SIVA
(Chekitan S. Dev Don E. Schultz) Marketing Management / 2005 . , , "4P", "" . "4" "SIVA":
→ г (Solution)
→ (Information)
ֳ → ֳ (Value)
→ (Access)
, SIVA :
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3. ֳ (Value): ; ; ; ; ?
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(marketing-mix) 4л ( ), product (), price (), place (), promotion ().
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