面的性质。它同时也包括产品的包装，产品的设计和制造以及任何为了发现制造产品的更好途径而正在进行的研究和开发。这个产品所代表的P覆盖了所有进入有形或无形发展的对象。 Price
Price not only pays for your cost of goods and profit, is does much more. Price communicate quite a bit about the product and sets quality expectations. Ii also segments the audience into those who can afford it and those who can only wish they could. And finally, it even conveys how you should consume the product.
Price
价格不仅是为你的商品支付费用和收益，它起到更多的作用。价格沟通相当多是关于产品并且抱有对质量的期望。它也可以将公众细分为那些能负担得起的人和那些只能抱有幻想的人。最后，它甚至传达出你应该如何消费这些产品。 Even an established brand can charge too much or too little. For example, the VW Phaeton was a failure because VW had spent decades convincing us “the people’ car shouldn’t be expensive. ” Similarly when the Porsche 914 became known as the “poor man’s Porsche”(due in part to its low entry-level price) the brand was doomed to failure.
即使一个既定的品牌可以改变过多或过少。例如，大众辉腾是一个失败品，因为大众公司花了几十年的时间让我们信服：“人类的汽车不应该变得昂贵”。同样的当保时捷914倍称为“穷人的保时捷”时，这个品牌注定是要失败的。 Place
Place refers to where and how you sell your product and is also referred to as distribution. To get this P right you have to decide whether to sell your product
in an exclusive boutique or in huge superstore? Will you make it widely available or in a select few stores? There are important strategic decisions that influence how our product is perceived and the price consumers will be willing to pay for it.
Place
Place指的是在哪里和如何销售你的产品，它同时也涉及到分配问题。为了让这个P变得正确，你必须决定是要在一个独家精品店还是在一个巨大的超市销售你的产品。你会让它被广泛地使用还是处于一个精选的商店？有一些战略决策会影响到如何让你的产品被感知到并且让消费者能够自愿地去支付的价格。 For example, how special would a Burberry coat be if you could buy it at a discount store? Some products start with very exclusive distribution, establish a reputation for their brand and then expand distribution. Apple did this with their iPod, which started in exclusive Apple stores and online and is now widely available. Consider how your quality expectations change in regard to low-cost airlines such as Ryanair compared to British Airways. Place can set quality expectations.
例如，如果你能够在一个折扣商店买到一件博柏利风衣那将会有多特别。一下产品一开始就采用独家经销，建立起一个自己的品牌信誉然后展开分销。苹果的iPod就是这样做的，从一开始就在苹果专卖店网上独家经销，时至今日以及被广泛使用。考虑一下你对低成本航空公司的质量期望的变化，比如瑞安航空公司对比于英国航空公司。价格能够建立起质量期望。 Promotion
Any way you choose to promote your product is called promotion in marketing. This includes any form of marketing communication such as advertising, public
relations, sales promotion, event marketing, as well as any personal one-on-one selling you do.
Promotion
无论你使用什么方式去推广你的产品都被称为营销推广。这包括了任何形式的营销传播，如广告，公共关系，促销，事件营销，以及你做出的任何对于个人的一对一销售。
There is one other P that gets debated on a regular basis and that is “profit”. All commercial business are in business to make a profit. Profits are good. With profits, business can pay their employee more, they can expand their business and hire more people, they can start new business. Profits are the lifeblood of capitalism.
有另外一个P会定期得到辩论，那就是“profit”。所有的商业企业都在经营时都是为了获得利润。利润固然是好的。有了利润，企业能够支付更多钱给他们的员工，他们能够扩展他们的生意并聘用更多的人，并且可以开始新的事业。利润是资本主义的命脉。
There are thousands of ways to increase profitability. You can sell mare, charge more, widen distribution, shrink distribution, cut the material coat of goods while keeping the same pricing, shrink the amount of product o you are selling but increase the price or cut the cost of manufacturing by producing the product in the least expensive factory in the world.
有成千上万的途径可以增加盈利能力。你可以出手更多，收取更多，扩大分销，保持同样价格的情况下降低材料成本，在增加价格或者降低制造成本的情况
下收缩你所销售的产品的数量，比如在世界上花费最少的工厂里生产产品。 Unit 3
Wal-Mart, the world’s largest retailer, has built its success on a strategy of everyday low prices, and highly efficient operations, logistics, and information systems that keeps inventory to a minimum and ensures against both overstocking and understocking. The company employs some 2.1 million people, operates 4200 stores in the United States and 3600 in the rest of the world, and generate sales of almost 400 billion(as of fiscal year 2008). Approximately 91 billion of these sales were generated in 15 nations outside of the United States. Facing a slowdown in growth in the United States, Wal-Mart began its international expansion in the early 1990s when it entered Mexico, teaming up un a joint venture with Cifra, Mexico’s largest retailer, to open a series of supercenters that sell both groceries and general merchandise.
沃尔玛，世界上最大的零售商，把它的成功建立在日常的低价格战略，高效运营，物流，以及用来保持库存降到最低，同时避免库存过多或者供应不足的信息系统。该公司雇佣了大约21万人，在美国经营4200间商店还有3600间商店在世界上的其他国家经营，产生的销售额将近4000亿美元（截止至2008年）。在这些销售额中，大约有910亿美元是在美国以外的国家产生。面对美国经济增速放缓，沃尔玛在上世纪90年代初开始其国际扩张，当它进入墨西哥时，与作为墨西哥最大零售商的西法拉联手，合资开了一系列同时卖杂货和普通商品的购物中心。
Initially the retailer hit some headwinds in mexico. It quickly discovered that
shopping habits were different. Most people preferred to buy fresh produce at local stores, particularly items like meant, tortillas and pan dulce which didn’t keep well overnight (many Mexicans lacked large refrigerators). Many consumers also lacked cars, and did not buy in large volumes as consumers in the United States did. wal-mart adjusted its strategy to meet the local conditions , hiring local managers who understand Mexican culture, letting those managers control merchandising strategy, building smaller stores that people could walk to, and offering more fresh produce. At the same time , the company believed that it could gradually change the shopping culture in mexico, educating consumers by showing them the benefits of its American merchandising culture. After all, wal-mart’s managers reasoned, people once shopped at small stores in the United States, but starting in the 1950s they increasingly gravitated towards large stores like wal-mart. As it built up its distribution systems in mexico, wal-mart was able to lower its own costs, and it passed these on to Mexican consumers in the form of lower prices. The customization, persistence, and low prices paid off. Mexicans stared to change their shopping babits. Today wal-mart is mexico’s largest retailer and the country is widely considered to be the company’s most successful foreign venture.
一开始，零售商在墨西哥遇到一些阻力。它很快地发现购物习惯是存在差异的。许多人更喜欢在当地的商店购买新鲜的产品，特别是肉，玉米饼和甜面包这些不能很好地保存过夜的（许多墨西哥人缺乏大型冰箱）。许多消费者也缺少汽车，并且不会像美国的消费者一样够买大量的东西。沃尔玛为了适应当地的条件，调整了战略：雇佣当地那些了解墨西哥文化的人作为管理人员，让这些管理者控