丰田营销组合使用案例研究Case study of Toyota’s use of marketing mix

发布时间：2016-03-20 15:27

Introduction介绍

营销可以通过不同的角度来定义，如销售导向，生产导向和营销导向。同时，市场定位是确定营销最常见的定位。它把消费者放在首位，注重对消费者需求的满足，然后做出相应的决定生产，根据市场信息价格和地点（体2008）。即消费者的需求是企业任何营销活动的起点。它是面向消费者的。因此，营销不仅仅是向消费者销售产品或服务，而是对他们最需要的产品或服务的销售。
在制定营销决策时，，营销经理必须选择合适的营销组合。根据博迪（2008），是市场营销组合的混合产品的特点，决定价格，通信方法，并借鉴企业营销经理竞争地位的市场产品分布。换句话说，一个营销组合包括四个维度：产品、价格、促销和地点。它涉及到什么产品是以什么价格出售给消费者，什么促进方法和在什么地方。任何元素的缺失将导致营销计划的失败。
Marketing can be defined through various perspectives, such as selling orientation, production orientation and marketing orientation. Contemporarily, marketing orientation is the most common orientation to define marketing. It puts consumers at the first place, focuses on satisfaction of consumer needs, and then makes appropriate decisions on production, price and place according to market information (Boddy 2008). Namely, consumer demands are the starting point of any marketing activity of a firm. It is consumer-oriented. Therefore, marketing is not just about selling products or services to consumers, but concerning selling products or services they most need to them. 
When making decision on marketing, marketing managers have to select a proper marketing mix. According to Boddy (2008), the marketing mix is the mix of decisions about product characteristics, price, communication methods, and distributions drawn on by business marketing managers to competitively position the product in the market. In other words, a marketing mix includes four dimensions: product, price, promotion and place. It involves what products is to be sold to consumers at what prices, by what promotion methods and at what places. Absence of any element will lead to the failure of a marketing plan. 

Marketing Mix

Product 
Price 
Promotion 
Place

Conclusion总结

Marketing activities are greatly crucial for any companies. It is one of important approaches to achievement of organizational performance. When marketing decisions are made, a marketing mix is usually used, which is a tool applied by a firm to design and implement marketing plans since it helps understand the weaknesses of marketing plans and the most effective way of allocating its resources. It has four elements: product, price, promotion and place. 
Toyota Motor Corporation is a Japan-based vehicle company. It also uses a marketing mix to market its vehicles. Firstly, it is developing high-tech environmentally friendly vehicles which use gas fuel, electricity and hydrogen as fuels. Secondly, Toyota adopts going rate pricing to price Corolla series, homogeneous with Honda Civic, and reasonable pricing strategy to price its products in Chinese market. Thirdly, the firm applies diverse promotion methods to promote its products, including advertising communications, sponsorship activities and sales promotion. Fourthly, to effectively deliver the products to consumers, Toyota hasbuilt a large distribution network through a large number of dealers in Japan. Also, it sells vehicles through online shopping websites. 
Broadly speaking, the company’s use of the marketing mix is effective. Its new products have been sold in large quantities around the world. The promotion strategies further spread its brand awareness to wider audiences. What is more important is the increase of sales in Chinese market and domestic market in 2012. However, the effectiveness is still limited. Whether the environment-protective vehicles will be widely accepted by global consumers remains unclear. Its launch of Prius in Chinese market has also not obtained success. Therefore, Toyota has to improve its marketing mix by making breakthroughs in new vehicle technologies, resetting price of Prius in Chinese market, combining diverse promotion methods, and creating more dealers internationally. 

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