本文探讨了汽车制造商如何利用营销组合（4Ps：产品、地点、价格、促销）来提高市场份额，包括关注产品质量、定价策略、分销渠道和促销活动。同时指出，可能需要考虑除营销组合外的其他因素，如生产问题和人力资源。最后提供了一道关于大型全国快餐零售商如何在经济衰退期间制定有效营销策略的练习题。
今日知识点：
Marketing mix
Place
Price
Promotion
Product
例题
Q: Discuss the best ways a car manufacturer could use the marketing mix to increase its share of the market. (20)
解析
Answers could include:
Marketing mix as a framework/process for identifying, anticipating and satisfying customer requirements profitably. 4Ps.
A tool of analysis and planning to focus on key elements/variables in designing a marketing strategy to achieve organisation objectives (e.g. increase market share).
Focus attention on Product: higher quality, customer perc
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