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Marketing is a continually evolving discipline and as such can be one that companies find themselves left very much behind the competition if they stand still for too long. Before we get carried away though what is the Marketing Mix and what is the original 4 P’s principle? Simply put the Marketing Mix is a tool used by businesses and Marketers to help determine a product or brands offering. Product - The Product should fit the task consumers want it for, it should work and it should be what the consumers are expecting to get. Place – The product should be available from where your target consumer finds it easiest to shop. Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organisation. In the late 70’s it was widely acknowledged by Marketers that the Marketing Mix should be updated.


People – All companies are reliant on the people who run them from front line Sales staff to the Managing Director. Processes –The delivery of your service is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for.
Physical Evidence – Almost all services include some physical elements even if the bulk of what the consumer is paying for is intangible. For more information on the Professional Academy’s Marketing Qualifications please download a Prospectus today. For more in-depth information on the Marketing Mix you can download this Free CIM Guide to Marketing and the 7 P’s. This may be High Street, Mail Order or the more current option via e-commerce or an online shop.
This does not necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is that customers are usually happy to pay a little more for something that works really well for them. For example a hair salon would provide their client with a completed hairdo and an insurance company would give their customers some form of printed material.


A good marketer will learn to adapt the theory to fit with not only modern times but their individual business model.
Jerome McCarthy in 1960 (You can see why there may have been some need to update the theory).
This now allowed the extended Marketing Mix to include products that are services and not just physical things. This came from the old Services Marketing Mix and is folded in to the Extended Marketing Mix by some marketers so what does it mean?



Market plan ideas
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