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The marketing mix is the unique combination of pricing, promotion, product offerings and distribution system (place) to reach a specific group of consumers (the target market). To better understand the marketig mix click on the below link to see a brief summary of the marketing mix for NIKE. Statement – Successful companies have different marketing mixes for different products. These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. The marketing mix framework was particularly useful in the early days of the marketing concept when physical products represented a larger portion of the economy. This web site is operated by theInternet Center for Management and Business Administration, Inc. El marketing mix es uno de los elementos clasicos del marketing, es un termino creado por McCarthy en 1960, el cual se utiliza para englobar a sus cuatro componentes basicos: producto, precio, distribucion y comunicacion.
El producto es la variable por excelencia del marketing mix ya que engloba tanto a los bienes como a los servicios que comercializa una empresa. Establecer correctamente nuestra estrategia de precios no es tarea facil y tal y como se ha comentado anteriormente, todas las variables, incluido el precio tienen que trabajar conjuntamente y con total coherencia.
En terminos generales la distribucion consiste en un conjunto de tareas o actividades necesarias para trasladar el producto acabado hasta los diferentes puntos de venta. Gracias a la comunicacion las empresas pueden dar a conocer, como sus productos pueden satisfacer las necesidades de su publico objetivo. Sin duda a lo largo de la corta historia del marketing, el concepto de marketing mix ha constituido uno de los aspectos de mayor importancia en el ambito estrategico y tactico. Unete a mi comunidadRecibe los mejores articulos de marketing, estrategia y ventas en tu correo. Promotion plays a role in the perception the possible target audience may have about your service.
Services marketing is that elusive concept which stays incomplete without a thorough understanding of 7 Ps. Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies? Enter your email address to subscribe to this blog and receive notifications of new posts by email.
To effectively market a product or service there are four things you need to get right: Product, Price, Place and Promotion.
Product is part of the marketing mix because it is the item offered for sale so its features and design need careful consideration. The answers to these questions will help a firm design, package and add value to its products.
Price is part of the marketing mix because if you get the price wrong you will not sell your product. The Place element of the marketing mix is about where the product is made, where the product is stored and how the product is transported to the customer.
The following link provides further information on place: Marketing Mix and Place Strategies. A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. Promotional activities for consumer sales will be different to promotional activities for business to business sales.
The following link provides further information on place: Marketing Mix and Promotion Strategies. The ideal marketing strategy for a firm selling services, includes the traditional marketing mix and three additional elements: people, process and physical evidence.
A massive increase in internet sales has changed the way the marketing mix is implemented by firms. An increased focus on environmental issues, has contributed to a rise in the demand for environmentally friendly products and services.
Many organisations have adapted their marketing strategies to capitalise on the consumer appetite for Environmentally Friendly Products. The company’s goal in terms of price is really to reduce costs through improving manufacturing and efficiency, and most importantly the marketer needs to increase the perceived value of the benefits of its products and services to the buyer or consumer.
In order to actively explore the nature of a product further, let’s consider it as three different products – the CORE product, the ACTUAL product, and finally the AUGMENTED product.
Promotion includes all of the activities marketers undertake to inform consumers about their products and to encourage potential customers to buy these products.


There are a number of perceptions of the concept of process within the business and marketing literature.
Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response.
Today, with marketing more integrated into organizations and with a wider variety of products and markets, some authors have attempted to extend its usefulness by proposing a fifth P, such as packaging, people, process, etc. Estas cuatro variables tambien son conocidas como las 4Ps por su acepcion anglosajona (product, price, place y promotion).
Antes de fijar los precios de nuestros productos debemos estudiar ciertos aspectos como el consumidor, mercado, costes, competencia, etc. La variable del precio nos ayuda a posicionar nuestro producto, es por ello que si comercializamos un producto de calidad, fijar un precio alto nos ayudara a reforzar su imagen. Podemos encontrar diferentes herramientas de comunicacion: venta personal, promocion de ventas, publicidad, marketing directo y las relaciones publicas. En mi opinion sigue siendo un instrumento basico e imprescindible y debe seguir estando en el corazon de toda estrategia de marketing. En la distribucion, la comodidad de compra del cliente es un punto clave, por ello es necesario elegir los canales de distribucion en base a sus preferencias.
Who would want to travel 10 miles to have a regular dinner, even if that is priced very competitively and has a super quality? Services being intangible, processes become all the more crucial to ensure standards are met with.
These form the critical success factors for any service as evaluated by a possible customer. Our authors are educators from top QS ranked universities and practitioners from multinational enterprises.
Whether the firm is manufacturing the product or purchasing the product for resale, they need to determine what product features will appeal to their target market. There are lots of different pricing strategies but every strategy must cover at least your costs unless the price is being used to attract customers to the business (loss leader pricing). The place for each of these things should ensure that the product gets to the right place at the right time without damage or loss. Promotion is any activity to raise awareness of a product or to encourage customers to purchase a product. Click on this link to read more about how the marketing mix can be used to market environmentally friendly products and services.
The marketer mixes the prime colours (mix elements) in different quantities to deliver a particular final colour. Strictly speaking there are no physical attributes to a service, so a consumer tends to rely on material cues.
Services tend to be produced and consumed at the same moment, and aspects of the customer experience are altered to meet the individual needs of the person consuming it.
Some see processes as a means to achieve an outcome, for example – to achieve a 30% market share a company implements a marketing planning process. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients".
Las 4Ps del marketing (el marketing mix de la empresa) pueden considerarse como las variables tradicionales con las que cuenta una organizacion para conseguir sus objetivos comerciales. Por tanto el producto debe centrarse en resolver dichas necesidades y no en sus caracteristicas tal y como se hacia anos atras. En ultima instancia es el consumidor quien dictaminara si hemos fijado correctamente el precio, puesto que comparara el valor recibido del producto adquirido, frente al precio que ha desembolsado por el. Es necesario trabajar continuamente para lograr poner el producto en manos del consumidor en el tiempo y lugar adecuado.
La forma en que se combinen estas herramientas dependera de nuestro producto, del mercado, del publico objetivo, de nuestra competencia y de la estrategia que hayamos definido.
Sin embargo es necesario dotar a las 4Ps de un enfoque actual, de un enfoque basado en el protagonista, el cliente. Son preguntas que se planteaban en el siglo XX, donde el producto era el protagonista del marketing y su enfoque estaba basado en la oferta. En la actualidad ya no es viable fabricar el producto para posteriormente intentar venderlo, si no que es necesario estudiar las necesidades de nuestros clientes y desarrollar el producto para ellos. En cuanto a la comunicacion el cliente ya no quiere que sea una via de un unico sentido, donde los clientes simplemente se limitaban a escuchar.
Services can range from financial services provided by the banks, technology services provided by the IT company, food and ambiance as a service provided by restaurants or even a blog where an author provides a service (information presentation, interesting reading etc) to his audience.


The attributes of the product, vis-a-vis the attributes offered by competing products and substitutes, are important in estimating the competitive scenario for the marketing strategy formulation. Promotion leads to service (brand) recognition and further establishes a proxy to evaluate quality of services based by potential customers.
Process mapping ensures that your service is perceived as being dependable by your target segment. The four marketing mix elements should be viewed as one unit and structured to support each other; Otherwise a firm's marketing strategy will be confusing and unco-ordinated. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. There are many examples of physical evidence, including some of the following buildings, equipment, signs and logos, annual accounts and business reports, brochures, your website, and even your business cards. However in reality it is more about the customer interface between the business and consumer and how they deal with each other in a series of steps in stages, i.e. Despite its limitations and perhaps because of its simplicity, the use of this framework remains strong and many marketing textbooks have been organized around it. Para ello es totalmente necesario que las cuatro variables del marketing mix se combinen con total coherencia y trabajen conjuntamente para lograr complementarse entre si. Dentro del producto encontramos aspectos tan importantes a trabajar como la imagen, la marca, el packaging o los servicios posventa. No hay una unica forma de distribuir los productos, sino que dependera de las caracteristicas del mercado, del mismo producto, de los consumidores, y de los recursos disponibles. En la actualidad el cliente dicta las normas, por tanto la perspectiva del marketing mix se tiene que plantear desde la optica de la demanda.
En un entorno social y digital como es el actual, los clientes forman parte de una via de doble sentido, donde son parte activa de una conversacion con las marcas. Services marketing are dominated by the 7 Ps of marketing namely Product, Price,  Place, Promotion, People, Process and Physical evidence.
What is important to note that services being all the more intangible, the price becomes an important factor for the actual service consumption to happen, after service awareness and service acknowledgement. Many different promotional tools are often used like internet advertisement, special events, endorsements which happen out of the store or in-store merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital signage.
Intensive training for your human resources on how to handle customers and how to deal with contingencies, is crucial for your success. Would you like eating at a joint where the table is greasy or the waitresses and cooks look untidy and wear a stained apron? This article provides you with a quick introduction to each marketing mix element and provides links for further marketing mix information.
The set of controllable tactical marketing tools – product, price, place, and promotion – that the firm blends to produce the response it wants in the target market. However, you can alter the final cake by altering the amounts of mix elements contained in it. Whilst there is no absolute agreement on the specific content of a marketing communications mix, there are many promotions elements that are often included such as sales, advertising, sales promotion, public relations, direct marketing, online communications and personal selling.
The environment in which the service is delivered, and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.
All human actors who play a part in service delivery and thus influence the buyers’ perceptions; namely, the firm’s personnel, the customer, and other customers in the service environment.
The actual procedures, mechanisms, and flow of activities by which the service is delivered – this service delivery and operating systems.
El director de marketing tambien debe tomar decisiones acerca de la cartera de productos, de su estrategia de diferenciacion de productos, del ciclo de vida o incluso de lanzamiento de nuevos productos. Dentro del marketing mix, la estrategia de distribucion trabaja aspectos como el almacenamiento, gestion de inventarios, transporte, localizacion de puntos de venta, procesos de pedidos, etc. En definitiva, toda empresa del siglo XXI que desee tener exito, tiene que plantearse trabajar en un escenario donde el cliente cobre protagonismo ante el producto, en las estrategias de marketing mix. The 7 P framework is one of the most popular framework for deciding a marketing strategy, right from strategy formulation to actual implementation. You will also need to consider competitor pricing and factors within your marketing environment. The services marketing mix is also called the 7Ps and includes the addition of process, people and physical evidence.



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