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新4Ps营销理论（FourNewPsofMarketingMix）

目录

ESSENTIALSinMarketingManagemENTPractice,byKolaAfolabihasfoursections,EAChcontainingtwochapters.SectionOnefocuseson"PRofessionaLSEllingSkills."Sectiontwodealswith"PracticalSalesManagement."Sectionthreeaddresses"Product(Brand)Management"whileSectionfourtakescareof"StrategicMarketingManagement."

Writtenbyaninsider,whoblendeDTheorywithprofessionalpractice,thebookisawashwith43illustrativEDIagrams,36salesprocurementGUIdes,19casestudiesand46discussionquestions-allintendedtodrivehometheauthor'spoints,triggerthereader'sthoughtsonthesubjectstreatedandsensitizethereaderstotheprEVAilingsituationinmarketingstudiesandpractice.

Afolabi'sEssentialsinMarketingManagementPracticehasthrownACHallengeonthepopularphrase:TheMarketingMix.Atanylevelofstudyandpracticeanywhereintheworldtoday,thenotionoftheMarketingMixisnotunderstoodbeyondtheFourPsofproduct,price,placeandpromotion.ButKolaAfolabihasdiscoveredfouradditionalP's(i.e.process,PErception,peopLEAndphysicalevidence)whichbringTheMarketingMixto8Psnow.

BecausethesenewelementsposEAChallenge,theauthortakestIMetoshedadequatelightoneachofthem.Hisexplanationsarenotonlyrevealingbutalsoconvincing.Forinstance,(i)Process:Thiselement,aCCOrdingtotheauthor,isacompany'sservicespeed.Forexamplein1980,somesmartfinanCIAlinstitutionscameupwithcomputerbanking,therebyFASt-trackingtheirservicedeliverytotheAMAzementoftheircustomers.Thiswasagainsttheerstwhileconventionalsnail-speedbankingthatrequiredacustomertowaitforthebettERPartofaworkingdaytogetatransactionthrough.

Thenewgenerationbanksimprovedtheprocesswithonlinebanking.Thisaccomplishesservicedeliveryalmostatthespeedoflightening.TheoriginalMarketingMixdidnOTConsiderprocesSASafundamentalaspeCTOfmarketingthatrequireDASpecialfocusorstudy.(ii)Thesameattitudeappliestoperception,whichtheauthordescribesasthecustomers'ownratingofacompany,productorservice.(iii)Physicalevidence:ThISIstheperformancerecordofabusiness/product/service.(v)PeOPLe,theauthorargues,representsthepremiumplacedonascertainingwhethertherightorthewrongpersonnelISPutinchargeofproduct/servicedeliverybyacompany.

Thebookisaninvaluablecompendiumofideas,factsaNDFiguresontheprinciplesandpracticeofmarketingmanagement.Itelaboratelytreatsfundamentalissuesrelatingtotherolesofallthestakeholdersinmarketing.TheserangefromIdentificationofProspects(customers)toproductsdemonstrationanDBUildingfuturesales.ChapteronEPArticularlyhighlightsseveraltypesofcustomer-objections(includingtheobjective,thesubjective,themaliCIOusetc)andoffers10helpfulstrategiestohandlethem.

Chaptertwopresentsthe"EssentialSalesPersonality."Ithighlightshissterlingqualitiesandgives10commanDMentshemustobeytopropelhissalesforceinthefield.Thatisnotall.Itidentifies15salespitfallsthemarketERMustavOIDtosucceed.

Inchapterthree,theauthorexhaustivelydiscusses"SalesManagementSystem&Strategy,"emphasISIngdevelOPMentparadigms,policyformulation,salespersonnelguidingprinciples,trainingandmanpowerdevelOPMentandoFCOurse,marketforecasts-techniquesthatyieldhighbusinessdividends.

EssentialsInMarketingManagementPracticeprescribesthecure,whichguaranteeseffectivetimemanagementandterritorialcontroltothemarketer.

Thisbookisagreaterasseteventothecasualreader,nOTTotalkoFACAdemics,studentsandpractitioners,whohaveveryhighstakesinmarketing.Chapter5chroNICles,theauthor'sresearchfindings,fieldexperienceandexplanationsonproductsandbrandmanagement,pacKAgingdecisions/functions,newproductandadoptionprocess,dangersofbrandchange,themarket-placeasa"warzone"tobusinesscompetitorsandtheroleofadvertisinganDPUblicrelationsinmarketingpractice.Itmarshals12strongreasonsforproduct'sfailureandprovides18powerfulantidotes.

ChaptersixdiscussestangibLEAndintangiblegoodsandservicespresentedas"servicesmarketing."Itprovidesaroad-maponthedeveloPMentandmanagementofbusinessconcepts.HowDOEsacompanyprovidingserviCEMarketingbecomemoribund?Accordingtotheauthor,itiswhenthereISOverbookingofservices.Thatis:whencustomers'demandoutweighssupply.Thisresultsinsharppracticesbyserviceprovider'semployeesthroughtheirexploitationofthecustomers.

Inchapterseven,theauthor,intwoparts,takesbusinessmanagersthroughthEISsuesinvolvedinthedynamiCSOfNigerianbusinessenvironment.Part"A"dealswithdefinitionsanddiscussionofcertaintermsthataresometimesusedinterchangeably.Part"B"dwellsonthebusinessvariablesinNigeria'sgeo-political,soCIO-culturalandeconomicenvironment.

Theclosingchapteraddressesmarketsegmentationortargetmarketstrategyindetail.ForthepurposeofeffectiveutilisationandvaluemaxiMISationofavailableresources,theauthoradvisesserviceproviderstopayattentiontotheirsub-marketsonthebasisof,geographicdemographics,personalitydemographics,behaviouristicdemographics;andpsychographicdemographicsorconsumers'lifestyles.

Heplacesemphasisonpopulationdensity,locations/territorialzones,transportnetwork,climate,religion,educationalstatus,economic/commercialoutlookandpeOPLe'svalues.

Thebookdidnotfailtomakereferencetotherelevanceofinformationtechnology(IT)tomarketingmanagement.ItattemptstodiscusshowtheinternetandothercomponentsofITarehelpingtoachievemaximuMBusinesssuccessesovermanualfieldoperationlikepersonalsellingapproach,whichcannotreachmillionsoFTArgetaudiencesaroundtheworldinarecordtime.

Indeterminingthechancesofacompany'sproducts/servicesinthemarket,theauthorstressestheneedforeachorganisationtoundertakeacriticalevaluationofitscurrentpositionintermsofstrength,weaknesses,opportunities,andthreatstechnicallyknownasSWOTanalysis.ThebookoffersalavishedexplanationoftheSWOTanalysis.

AccordingtoAfolabi,anorganisationmayadoptthestrategyof"jump-starting"bytakingthemarketleader"head-on"inallfrontsintermsofproductinnovation,conceptualisation,pricewarandmarketingcommunicationmixwar.ThisiswithaviewtodisplacingtheleaderfromtheNo.1position.Doingsois,however,fraughtwithdanger.Itcanbackfireasprovedbyoneofthecasestudiesinthisbook.

Fromtheforegoingcasestudyandthe18othersofitskindcontainedinhisbook,KolaAfolabi'seffortsareaproductofhiscutting-edgemarketingresearchandstudiesreinforcedbyhispraGMATicfieldoperations.His"essentialsinmarketingmanagementpractice"isabrilliantfusionofmarketingtheories,preceptsandpractice.

Theauthortookgreatpainstomakethebook"reader-friendly."Heregisteredallhispointsinclear,succinctandlucidlanguage.Everychapterkeepsthereader'sresponsestimulusquitefunctionalfromthebeginningtotheend.

Thispublicationisessentialtotheacademics,themarketingpractitioners(inbothformalandinformalsectors),products/servicesconsumers(corporateorindividual)andstudentsofmarketing.Theauthorpresentsthecustomersasthe"king"inanybusiness...thecentralfocusofmarketing.ThISMeansthat"customersarethegreatestassetsofabusiness,whilethequalityofcustomer-serviceisthekeytoanyorganisation'slong-termsuccess."KolaAfolabi'sabilityTOCommunicatewith,andcarryeverycategoryofreadersalongisabigmarkofscholarship.Hisvoteforhigh-qualityprintingmaterialsforthebookalsoaffirmshishighregardforthereaders.EssentialsinMarketingManagementPracticeoffersthebestinservicedelivery.

KolaAfolabihaschronicledthetruesuccessstoryofhisenviablecareerinmarketing.

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