2.0 Theoretical Overview 2.0理论概述
2.1 Marketing Mix Theory 2.1营销组合理论
The marketing mix refers to firms’ control of different factors as a way to motivate their target consumers to purchase their products and/or services. In reference to Palmer (2012), the marketing mix refers to the core decisions that firms make with an aim of presenting their products and/or services in a manner that fits the needs of their customers. Thus marketing mix is not a theory but rather a marketing framework. Importantly, the marketing entails different elements. These include product, price, promotion, place, physical evidence, process, and people.
营销组合是指企业控制不同的因素，以此来激励目标消费者购买其产品和/或服务。参考Palmer（2012），营销组合指的是企业做出的核心决策，其目的是以符合客户需求的方式展示其产品和/或服务。因此，营销组合不是一个理论，而是一个营销框架。重要的是，营销包含不同的要素。这些包括产品、价格、促销、地点、物证、流程和人员。
2.2 Marketing Mix 4P Model 2.2营销组合4P模式
The core elements in the marketing mix 4P model include product, place, price and promotion. To begin with, Palmer (2012) defines product as anything that firms in a particular market offer its target consumers in order to meet their needs. With this in mind, a product may either be tangible or intangible, or a combination of both. Importantly, there are different product characteristics that firms control in order to attract the attention of their potential customers. These elements include durability, warranties, brand image, packaging, quality levels, array of sizes or options, and special design features among others. By controlling these elements, firms are able to control how customers perceive their products on the market, and as such, influence how they respond to such products.
营销组合4P模型的核心要素包括产品、地点、价格和促销。首先，Palmer（2012）将产品定义为特定市场中的公司为满足目标消费者的需求而向其提供的任何产品。考虑到这一点，产品可以是有形的，也可以是无形的，或者两者兼而有之。重要的是，为了吸引潜在客户的注意，公司控制着不同的产品特征。这些要素包括耐用性、保修、品牌形象、包装、质量水平、尺寸或选项阵列以及特殊设计特征等。通过控制这些因素，企业能够控制客户在市场上对其产品的看法，从而影响他们对此类产品的反应。
Apart from product, place is another critical aspect of the 4P model. It entails balancing between the location where firms manufacture their products and the location where customers can access them in the easiest way possible (Palmer, 2012). Notably, firms often focus on locating the production facilities in an area where they have easy access to raw materials and labour among other factors of production. On the other hand, for a firm to sell its products, it needs to bring these products closer to its potential consumers. Apart from place, price is also a core element in the 4P model. Price refers to the element that helps firm generate revenue by attaching value to a product, thus determining how much the firm expects its potential consumers to pay for the product. Arguably, pricing a product too high could lead to a significant drop in sales thus resulting in losses, while pricing a product too low would lead to higher sales with low profits or even loss (Palmer, 2012). Lastly, promotion refers to the communication strategies that firm employ to reach out to their target consumers. The tools that firms use for promotion activities include public relations, sponsorship, personal selling and advertising among others.
除了产品，地点是4P模式的另一个关键方面。这需要在企业生产产品的地点和客户能够以最简单的方式获取产品的地点之间取得平衡（Palmer，2012）。值得注意的是，企业往往将生产设施设在一个容易获得原材料和劳动力以及其他生产要素的地区。另一方面，一家公司要销售其产品，就需要使这些产品更接近其潜在消费者。除了地点，价格也是4P模式的核心要素。价格是指帮助企业通过附加产品价值而产生收入的要素，从而决定企业期望其潜在消费者为产品支付多少费用。可以说，产品定价过高可能导致销售额大幅下降，从而导致亏损，而产品定价过低则会导致销售额上升，利润甚至亏损较低（Palmer，2012）。最后，促销是指公司为接触目标消费者而采用的沟通策略。公司用于促销活动的工具包括公共关系、赞助、个人销售和广告等。
3.0 Telstra’s Marketing Strategy
3.1 Promotional strategy 3.1推广策略
Telstra uses different promotional strategies to reach out to its target consumers. To begin with, this company is known for providing its customers with attractive offers that as a way of not only attracting their attention but also motivating them to purchase its products. One of the ways that Telstra achieves this is through conducting regulars sales promotions that involves selling its products to customers are half their price. For instance, one of the main promotions of this company involves doubling the amount of internet data bundles or offer them bonuses when they purchase when a customer subscribe to a certain data bundle category (Telstra, 2018). Similarly, this company often provides its products to its customers at high discount rates. For example, to reach out to potential customers, this company often collaborates with flagship smartphone phone companies such as Samsung and Apple and offer their products through its shops at highly discounted prices. In addition, Telstra often takes advantages of holiday seasons such as Christmas to offer special offers its customers.
澳洲电信使用不同的促销策略来接触其目标消费者。首先，这家公司以向客户提供有吸引力的产品而闻名，这不仅能吸引他们的注意力，还能激励他们购买其产品。澳洲电信实现这一目标的方法之一是定期开展促销活动，将其产品以一半的价格出售给客户。例如，该公司的一项主要促销活动涉及将互联网数据包的数量增加一倍，或在客户订阅某一数据包类别时向他们提供奖金（Telstra，2018）。同样，这家公司经常以高折扣率向客户提供产品。例如，为了接触潜在客户，该公司经常与三星和苹果等旗舰智能手机公司合作，通过其商店以极低的折扣价格提供产品。此外，澳大利亚电信经常利用圣诞节等节假日为客户提供特别优惠。