营销组合如何使路虎成功
How the Marketing Mix Led to the Success of Land Rover
传统的营销组合在过去60年得到了广泛的认可。它是面向体育产品和开始位置。然而，市场营销组合的成分是可以被改变的，他们从不同的产品。比特纳（1980）指出，服务营销组合应该扩展到市场营销的其他方面。因此，马格拉斯（1986）增加了三个新的PS（人、过程和物理证据）到市场营销组合。本文首先通过企业网站获取的信息，分析传统营销组合对路虎成功的影响。其次，分析了传统营销的不足，介绍了这一新的市场营销组合概念（7PS），最后分析7PS合并本公司关系营销的影响。
Introduction 简介
The traditional marketing mix has received wide approval in past 60 years. It is orientated towards physical products and is beginning to lose its position (Groìˆnroos 1994). However, the ingredients of the marketing mix can be altered and they vary from the product to product (Hodder EduIcation, n.d). Booms and Bitner (1980) mentioned that the marketing mix for services should be extended to cover other aspects of marketing. Therefore, MaGrath (1986) added three new Ps (people, process and physical evidence) into the marketing mix. This essay firstly aims to analyse the impact of the traditional marketing mix on the success of Land Rover through information obtained from company websites. Secondly it analyses the shortages of traditional marketing mix and introduces this new concept of marketing mix (7Ps), and finally analyses the impact of the 7Ps merged with the relationship marketing on this company.
The traditional marketing mix 传统营销组合
The concept of marketing mix was first introduced by Neil Borden in the 1950s and McCarthy in 1964 developed it into the four Ps, including product, price, place and promotion (Groìˆnroos 1994). This marketing mix summarized by McCarthy is commonly referred to as the traditional four Ps (Groìˆnroos 1994). The traditional marketing mix has had a substantial effect on informing the development of both marketing theory and practice (Möller 2006). Applying the marketing mix makes it easy to handle and organise marketing activities, including market analysis, marketing planning, advertising, sales, sales promotion, pricing, distribution and product packaging (Groìˆnroos 1994). Meanwhile, marketing mix is also a conceptual framework that facilitates the exchange or transfer of goods or ideas so that it can help managers to satisfy consumers’ demands better than their competitors (Zineldin and Philipson 2007).
Although the traditional 4Ps are not sufficient to satisfy the demands of the marketing concept (Gummesson 2000), they have become an indisputable paradigm in theoretical research and are still in effect and helpful in some industries (e.g. manufacturing) (Groìˆnroos 1994, Zineldin and Philipson 2007, Brooks and Simkin 2012). So the marketing mix can still explore its utility in automotive sector firms. Next, this essay will explore the relationship between the traditional marketing mix and the success of Land Rover.
Firstly, products involve tangible products (e.g. cars) which are capable of satisfying customer needs or wants (Johan et al 2011). Considering that a broader product line would help to provide products to different customers with various characteristics and to meet their heterogeneous needs (Kekre and Srinivasan 1990), Land Rover involves such a product line with a group of brands that are closely related in terms of the capabilities and the functions they provide. These include Ranger Rover, Range Rover Sport, Range Rover Evoque discovery and so on. A broader product line is closely related to the company’s market share and profitability (Kekre and Srinivasan 1990). According to the data from TATA Company, Land Rover has achieved record-breaking global sales in 2013 and sold 425,006 vehicles in 2013 – up 19% on 2012 – setting new sales records in 38 international markets.
In terms of prices, companies often set different prices in various market segments, including different customers, products and locations. As a result, implementing segmented pricing strategies can involve various market segments and cover large number of customers (Kotler 2007). For example, Range Rover Evoque adopts distinctive pricing strategies based on the different types of en
