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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: "Pyramid-Shaped" 4ps: A New International Marketing Mix Perspective for Chinese Smes
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 2444-2446)
Author(s): Cang Liu, Department of Marketing, Xi’an University of Finance and Economics,UFE, Xi'an, P. R. China
Abstract: Abstract: Lacking of international marketing experiences of Chinese small and medium sized enterprises (SMEs) makes them face difficulties in their international marketing activities. To deal with it and better arrange their product, price,place, promotion decisions (4 Ps) in more efficient arrangement according to their relative advantages as fast adjustment speed etc., this paper suggests an integrative 4 Ps, as "pyramid-shaped" 4Ps, i.e., a 4P combination that includes a "narrow and clear" pyramid spire (product); a "flexible" pyramid body (a promotion and price combination); and a "solid" pyramid base (channel). This ‘pyramid-shaped’ marketing mix explains the coherent cooperation and relations of 4Ps, which will benefit Chinese SMEs international marketing bunsiness in an operative way.
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