1.5 : 营销工具包 - 4P 到 4E

The marketing mix or the 4Ps of Marketing, including Product, Price, Place, and Promotion, help businesses influence demand.

Product is what the business sells. For Nike, it's high-quality, innovative sportswear and accessories. 

Price is what the customers pay for it. Nike's premium pricing reflects the brand's value.

Place is where the product can be purchased. Nike stores, online platforms, and retailers sell Nike products.

And promotion is how the business communicates about the product. Celebrity endorsements, digital marketing, and iconic events help Nike promote its brand.

But Nike has transitioned its 4Ps into the 4Es: Experience, Exchange, Everyplace, and Evangelism.

Firstly, beyond selling sports gear, Nike designs athletic experiences. Through innovative products, they inspire athletes.

Secondly, when customers buy a Nike product, the exchange is an investment in product innovation and excellence.

Thirdly, expanding to digital platforms has helped Nike products to be accessible everywhere.

Finally, besides advertising, Nike has created a community of brand advocates who passionately evangelize and promote Nike's products.