The marketing mix and the 4ps of marketing


Staying ahead of the digital-marketing-game can be tough, especially in a world of constantly evolving trends & practices. To stay relevant và flourish, it’s important for businesses to find structure in the planning, execution, evaluation, and re-evaluation of their strategies & business activities.

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We all know that a solid kinh doanh campaign doesn’t just appear out of thin air. It takes a lot of organising, strategising and a multitude of considerations to create a plan that truly adds value. Queue: The Marketing Mix.

What is the kinh doanh mix?

The sale mix is a key foundation on which most modern kinh doanh strategies and business activities are based. But what is it? What are its components? And why is it so heavily relied upon?

The concept of the ‘Marketing Mix’ came about in the 1960s when Neil H. Borden, professor and academic, elaborated on James Culliton’s concept of the kinh doanh mix. Culliton described business executives as ‘mixers of ingredients’: the ingredients being different marketing concepts, aspects, and procedures.

However, it’s now widely accepted that Jerome McCarthy founded the concept. After all, it was McCarthy who offered the kinh doanh phối as we know it today; in the form of ‘The 4Ps of Marketing’: Product, Place, Price, & Promotion.


The 4Ps then paved the way for two modern academics, Booms và Bitner, who, in 1981, brought us the extended version of the kinh doanh mix: the ‘7Ps’. The 7Ps comprise McCarthy’s 4 original elements, and extkết thúc to include a further 3 factors: Physical Evidence, People, và Processes.

As the requirements of customers, markets và products rapidly fluctuate, it’s essential khổng lồ consistently revisit the 7P.. formula. That is... if you want to get ahead of your competitors & thrive.


What are the 7Ps of the marketing mix?

Now that you know the origins of these special little acronyms, let’s go inlớn more detail about each aspect of the 7Ps of the sale mix...



The 7Ps begins with ‘product’. This could refer to a physical sản phẩm, a service or an experience. Basically... anything that’s being sold.

Let’s face it, we’ve all been there - you buy a jacket from a dodgy website that looked amazing on-screen but, when it arrives, well, it"s vastly different from what you expected. What vì chưng you vì in this situation? Do you sover it baông xã and get a refund, complain online, order a different form size in the hope that that’s what the issue was, or simply accept this new cống phẩm into your life, shove it khổng lồ the baông xã of your wardrobe và pretkết thúc it’s all okay.

Either way, this inaccurately advertised thành tựu has caused you unnecessary hassle và left you feeling less than impressed. So no matter what your product or service is, it’s important that it meets the demands of the market & satisfies, or exceeds, the expectations of the customer.


‘Place’ signifies where you choose khổng lồ distribute or allow access to lớn your product or service. It could refer to lớn anything from a warehouse or a high-street store lớn an e-commerce cửa hàng or cloud-based platkhung.


Ultimately, the place in which your business resides or affiliates has khổng lồ be appropriate for your brvà và accessible for your audience. Consider where your customers will look for your sản phẩm (magazines, price-comparison sites), where they spend most of their time (supermarkets, online stores, regular brick-and-mortar stores), & your sales capađô thị. You should also take into lớn consideration how & where your competitors are selling.

Where you choose lớn distribute your products can be dictated by many things, such as your sản phẩm type or your budget. But, ultimately, the best way khổng lồ determine the perfect place khổng lồ sell your product is by really knowing your audience; their wants, needs and requirements.



How much does your sản phẩm or service cost? The price you mix should reflect your customer’s perceived value of your sản phẩm and should correlate with your budget. If your customer thinks your price is too high, you jeopardise losing a market that’s in it for a bargain, if your price is too low then you run the risk of losing that all-important profit.

Deciphering the right price for your sản phẩm, which is most likely to benefit both your business và your customer, is generally achieved by businesses through clever market segmentation. Segmenting your audiences according khổng lồ their demographic, geographic, psychographic or behavioural variables is a surefire way khổng lồ discover and confirm that the prices you set, và the people you’re targeting, are the most appropriate, & the most likely to lớn offer you optimal value in return.

Another key factor khổng lồ take into lớn account is market competition; what’s the pricing strategy of your competitors? Is your price too low, high, or is it on-the-mark? Ultimately, the price of your sản phẩm will always impact a customer’s perception of your br& và your market position. If you’re looking lớn be the cheapest product on the market, make sure that you are by conducting meticulous research. If you want to be seen as an expensive, luxury br&, then ensure that your price & the unique of what you’re selling reflects this.


Promotion refers lớn your advertising, kinh doanh, and sales techniques. This could mean traditional advertising, via TV, radio, billboards, etc., or more modern methods, lượt thích ads within web nội dung, ads on a podcast, tin nhắn kinh doanh or push notifications.

The way that you choose to lớn communicate with your audience và promote your offerings will have a direct impact on the success of your br&. Post a message in the wrong place, at the wrong time, or khổng lồ the wrong person & you’ll find yourself in a world of trouble. On the other hand, if you exexinh đẹp those aspects in the right way, your business success will undoubtedly skyrocket!


Knowing the best channel(s) và methods for promotion is essential, especially today: breaking through the noise of brash ads và in-your-face pop-ups is hard to lớn achieve, especially if you’re in a busy market. But simply understanding who your audience is, & what they require of you, will mitigate any promotional issues that you’re wary of facing.

How do you get khổng lồ know your audience & also understand their requirements? Through, you guessed it, market segmentation. Market segmentation allows you lớn learn the wants, needs, values, & motivations of your audience. Once you have discovered & analysed this data, you will be confident that your hàng hóa is being promoted lớn the right people, in the right place and at the right time.

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Physical Evidence

When we get down to the brass tacks, it’s important for consumers to know that the brvà they’re purchasing from or interacting with, are legitimate &, well, actually exist in real life. No Catfishing here, thank-you. That’s where physical evidence comes in.

Physical evidence often takes two forms: evidence that a service or purchase took place & proof or confirmation of the existence of your br&.

For example, any services or products received count as physical evidence. As vày the likes of your receipts, packaging, tracking information, invoices, brochures or PDFs, and so on.

Now, what about the confirmation or validation of your brand? What bởi we mean by validation? Validation essentially refers lớn visual aspects or quantifiable features of your brand, such as your trang web, your hình ảnh sản phẩm, business cards, a sign on your building, the brand’s headquarters và equipment, and your social media presence. These are the elements that the customer is likely to see prior to lớn actually engaging with you or your offerings.

It’s always important for both brands & customers to lớn document their interactions and transactions. Why? Because… *queue dramatic music* GDquảng cáo, of course! Also things lượt thích keeping an eye on the ngân hàng balance or overheads or industry best practices.


A well-crafted, strategic brand can greatly benefit from this aspect of the 7Ps as the legitimacy that physical evidence brings can put you miles ahead of the game, và mix you apart from your competitors by showing you as professional, authentic and informed.


Employees. Those people who are involved in selling a sản phẩm or service, designing it, managing teams, representing customers... the các mục goes on. The ‘people’ element of the 7Ps involves anyone directly, or indirectly, involved in the business-side of the enterprise.

There’s no use in creating a great br&, innovative sầu product or amazing social truyền thông media presence if you don’t have sầu the right people behind you. It’s integral to the survival of your business that you make sure that all of your employees, no matter how behind-the-scenes or customer-facing they are, have fair training and a considerable understanding of their role and the impact that it has within the company.

You don’t want a manager who lacks in people-skills, in the same way that you can’t have a customer service representative who isn’t empathetic towards the issues of your audience. Ask yourself: will these employees cốt truyện the vision of the company & also understvà the expectations and requirements of the customers?

Employing và retaining the right people is imperative sầu in both the long and short term success of your business.


Process. The 7th ingredient in our marketing phối - ‘process’ describes a series of actions that are taken in delivering the sản phẩm or service khổng lồ the customer. Examining the process means assessing aspects such as the sales funnel, your payment systems, distribution procedures and managing customer relationships.

But it’s not enough khổng lồ just vì the processes. Each step that you take & the methods that you choose to use for these processes must be done in a way that minimises the costs on your part, whilst also maximising benefits và value for your customer. Yikes. That’s quite a lot. Luckily, your sale strategy & your sales strategy are in place khổng lồ keep you on the right traông xã.


Assessing, adjusting and optimising different parts of your process will help lớn streamline your business efforts whilst also ensuring that your methods are up-to-date and in line with current trends.

Now, you may be thinking “wow! The 7Ps really bởi vì seem like they’re very helpful for perfecting marketing strategies và keeping brands on-point. But I"ve sầu heard that there’s a sneaky 8th ‘P’ in this sale mix…”. Yes, that’s right; some debate an 8th ‘P’ lớn be the final piece of the puzzle. And that 8th P is ‘Performance’ or ‘Productivity’.

Performance/ Productivity

This argued, elusive sầu, eighth ‘P’ accounts for your ability to deliver to lớn your customers what you’ve sầu promised. Are they satisfied? Are you offering them value? You had better hope so, otherwise, you’re in for a world of negative Word of Mouth (WOM). This is super important as a massive 92% of consumers believe sầu suggestions from friends và family more than advertising.


‘Performance’ also involves things lượt thích chất lượng, how you compete in the marketplace and whether or not your goals are being achieved i.e. are your financial targets being met?


So there you have sầu it, the 7… potentially 8P’s of the kinh doanh phối. Ever since it was formulated in the 1940s, every aspect of this awesome little acronym takes you one step closer lớn success.

How? By analysing, and therefore optimising, your business according to each ‘P’ of the sale set. This way, you can ensure that your sale strategy is as concrete as possible as it keeps your employees happy, your customers satisfied and your business efforts flowing.

Effectively, a streamlined strategy engages and retains your consumers, meets and achieves your goals & evolves your brand khổng lồ the fullest extent.

Are you struggling to integrate data from your kinh doanh tools?Book a không tính tiền demoherelớn see’s data unification & segmentation platformcan help your business.Feel miễn phí to get in touch viastevie-rose