What does 10ps mean?

What does 10ps mean?

10ps or 10Ps marketing theory s refers to the theory that because new obstacles appear in the actual market exchange process, in order to effectively overcome the obstacles, the marketing mix must add new content. In 1967, Philip Kotler further confirmed the marketing mix method with 4Ps as the core in the first edition of his best-selling book "Marketing Management: Analysis, Planning and Control". Since then, with the best-selling of the book, 4Ps Combinatorial theory became widely disseminated and accepted. Research on services marketing began to rise in the 1970s.

Basic Definition

In 1981, Booms and Bitner proposed the 7Ps combination theory of service marketing, which added: Physical Evidence to the original 4Ps. , standardized process (Process), people (People). In 1986, Kotler proposed the 6Ps Mix Theory of Mega Marketing (Megamarketing Mix Theory), which added: Political Power and Public Relation to the original 4Ps. With the emphasis on marketing strategic planning.

On June 30, 1986, in his speech at the University of International Business and Economics in my country, Kotler proposed that in addition to the 6Ps of big marketing, the 4Ps of strategy should be added, namely Probing (Probing), Division ( Partitioning, Prioritizing, and Positioning; in this way, by the early 1990s, people generally agreed that the original 6Ps combination theory of big marketing was added to the 4Ps of strategic marketing to form a relatively complete 10Ps marketing mix theory.

The essence of marketing strategic management is to determine the strategic goals of the enterprise based on the external environment in which the enterprise is located and the internal operating factors of the enterprise itself, and to point out the way forward for the enterprise. Enterprises must determine the direction, center and focus of business activities from a strategic perspective, optimize the strategic marketing mix, and formulate a reasonable tactical marketing mix under the guidance of marketing strategy. The marketing strategy mix includes strategic elements and tactical elements. The strategic elements include the four strategic principles of exploration, segmentation, priority, and positioning; the tactical elements include the six strategies of product, price, distribution, promotion, political power, and public relations.

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