The introductory marketing texts suggest that all parts of the marketing mix (4Ps) are equally important, since a deficiency in any one can mean failure. Number of studies of industrialmarketers and purchasers indicated that the marketing mix components differ significantly in importance . Two surveys focused on determination of key marketing policies and procedures common to successful manufacturing firms .Udell (1964) determined that these key policies and procedures included those related to product efforts and sales efforts. This followed in order by promotion, price,and place. In a replication of this survey, Robicheaux (1976) found that key marketing policies had changed significantly. Pricing was considered the most important marketing activity in Robicheaux’s (1976) survey, although it ranked only sixth in Udell’s (1964) survey. Udell (1968) found that sales efforts were rated as most important, followed by product efforts, pricing, and distribution. LaLonde (1977) found product related criteria to be most important, followed by distribution, price, and promotion. Perreault and Russ (1976) found that product quality was considered most important, followed by distribution service and price. McDaniel and Hise, (1984) found that chief executive officers judge two of the 4 Ps, pricing and product to be somewhat more important than the other two – place (physical distribution) and promotion.
不是要那种谷歌百度等软件大片翻译的~~我现在总共只有5个财富，如有人帮忙，到时重谢。
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