???(E. McCarthy)

1
??? ??

• ??? ???? ????
• ??? ??? ???? ??? ????? ??
• ???? ??, ??, ??, ?? ?? ??? ????
• ????? ??? ??(product), ??(place), ??(price),
  ??(promotion)
• ??? ????? ??, ???? ??

???(E. McCarthy) 4P ??(product), ??(place),
??(price), ??(promotion)
???(C. Dewit Coffman) ????(product planning),
??(pricing), ???(branding), ?? ? ??(individual
or chain affiliation), ??(channels of
distribution), ????(personal selling),
??(advertising), ????(promotion),
????(packaging), ?????(display), ???(servicing),
???(handling), ????( fact finding and analysis
or market research)
???(A. M. Morrison) 8P ??(product), ??(place),
??(price), ??(promotion), ???(packaging),
?????(programming), ??(partnership), ???(person)
2
??? ????

• ??(product)
• ??(process of delivery)
• ??(price)
• ????(promotion)
• ??? ??(physical environment)
• ????(purchasing process)
• ????(packaging)
• ??(participation)

• ????? ??(the product - service mix)
• ?????? ??(presentation mix)
• ?????? ??(communication mix)

3
??? ????? ??