El Marketing Mix

THE MARKETING MIX

The marketing mix is the combination of techniques used to market a brand. The techniques are often called the Ps. Originally there were four Ps:

Product (or service): whatyou sell, and the variety or range of products you sell. This includes the quality (how good it is), branding, and reputation (the opinion the consumers have) of the product. For a service, support forthe client after the purchase is important. For example, travel insurance is often sold with access to a telephone helpline in case of emergency. Price: how much the product or service costs. Place:where you sell the product or service. This means the location of your shop, or outlet, or the accessibility of your service – how easy is to access. Promotion: how you tell consumers about the productor service. The promotional mix is a blend of the promotional tools used to communicate about the product or service – for example, TV advertising.

Today some marketers talk about four additionalPs:

People: how your staff (or employees), are different from those in a competitor’s organization, and how your clients are different from your competitor’s clients. Physical presence: how yourshop or website looks. Process: how your product is built and delivered, or how your service is sold, delivered and accessed. Physical evidence: how your service becomes tangible. For example, tickets,policies and brochures create something the customers can touch and hold.

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The four Cs, As and Os Some marketers have supplemented the four Ps with new ways of thinking about marketing. ThePs, Cs, As and Os can be combined when looking at the marketing mix. 4 Ps 4 Cs
Customer needs What does the customer need to solve a problem? For example, people don’t have time to cook –

4 AsAcceptability How acceptable is the product, and do people approve of the product? Is it socially acceptable – fashionable and attractive? Does the product respect the laws of the country – is it...