{"id":3689,"date":"2025-06-03T17:37:25","date_gmt":"2025-06-03T17:37:25","guid":{"rendered":"https:\/\/getleadster.com\/blog\/?p=3689"},"modified":"2025-06-03T17:37:25","modified_gmt":"2025-06-03T17:37:25","slug":"marketing-mix","status":"publish","type":"post","link":"https:\/\/getleadster.com\/blog\/marketing-mix\/","title":{"rendered":"Marketing Mix: What It Is, What the 4 Ps Are, and How to Apply Them"},"content":{"rendered":"\n<p>Some concepts never die, even with all the innovation and new technologies emerging in the marketing world.<\/p>\n\n\n\n<p>This is the case with the Marketing Mix, also known as the 4 Ps of marketing.<\/p>\n\n\n\n<p>Created in 1960, this term is still widely used and remains highly relevant, especially for those starting a business.<\/p>\n\n\n\n<p>Let\u2019s just say it\u2019s the foundation of everything.<\/p>\n\n\n\n<p>Let\u2019s dive deeper into the Marketing Mix and how its four pillars \u2014 <strong>Price, Product, Place, and Promotion \u2014<\/strong> will position your brand in the market and guide you to the right audience.<\/p>\n\n\n\n<p>Keep reading this article!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is the Marketing Mix?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"546\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1.webp\" alt=\"\" class=\"wp-image-2592\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1.webp 1024w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1-300x160.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/2-2-1024x546-1-768x410.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>The Marketing Mix is a set of four elements \u2014 hence also called the 4 Ps \u2014<strong> that encompass a company\u2019s main marketing and sales actions.<\/strong><\/p>\n\n\n\n<p>They are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Product;<\/li>\n\n\n\n<li>Price;<\/li>\n\n\n\n<li>Promotion;<\/li>\n\n\n\n<li>Place.<\/li>\n<\/ul>\n\n\n\n<p>Although these are the pillars of every initial marketing strategy, it\u2019s important to remember they are<strong> variable, controllable, and interdependent.<\/strong><\/p>\n\n\n\n<p>In other words,<strong> the company itself can define each P in the way it sees fit and can change<\/strong> them according to its goals or business stage. After all, you might end up launching more than one product or creating more than one strategy involving the 4 Ps.<\/p>\n\n\n\n<p>However, we must not forget that <strong>these pillars work together \u2014<\/strong> meaning, for one P to be effective, the others need to be planned in sync.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Origin of the 4 Ps<\/h3>\n\n\n\n<p>Once upon a time, in 1960, there was a marketing professor at Michigan State University in the U.S., <strong>Jerome McCarthy.<\/strong><\/p>\n\n\n\n<p><strong>He created the concept of the Marketing Mix, <\/strong>introducing the pillars of Product, Price, Promotion, and Place in his book <em>Basic Marketing: A Managerial Approach<\/em>.<\/p>\n\n\n\n<p>However, the concept only became popular seven years later, in 1967, when<strong> Philip Kotler<\/strong> \u2014 the father of modern marketing \u2014 presented these variables in his book <em>Marketing Management<\/em> as the main classification of the Marketing Mix.<\/p>\n\n\n\n<p>It&#8217;s worth noting that before these four pillars were consolidated, other authors tried to categorize marketing strategy using different factors.<\/p>\n\n\n\n<p>In 1961, Swiss architect <strong>Albert Frey<\/strong> proposed a classification with <strong>two factors: 1. the offer <\/strong>\u2014 product, packaging, brand, price, and support \u2014 and<strong> 2. the methods and means<\/strong> \u2014 distribution channels, personal selling, advertising, sales promotion, and publicity.<\/p>\n\n\n\n<p>In<strong> 1962, Lazer and Kelley proposed three factors: goods and services, distribution, and communication.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Is the Purpose of the Marketing Mix?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"750\" height=\"400\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/07\/O-que-significa-ser-data-driven-e-como-se-tornar-mais-direcionado-a-dados.webp\" alt=\"\" class=\"wp-image-2255\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/07\/O-que-significa-ser-data-driven-e-como-se-tornar-mais-direcionado-a-dados.webp 750w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/07\/O-que-significa-ser-data-driven-e-como-se-tornar-mais-direcionado-a-dados-300x160.webp 300w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><\/figure>\n\n\n\n<p>Besides aligning the core elements that shape a company\u2019s sales and marketing strategy, the <strong>4 Ps aim to spark interest in users, <\/strong>triggering purchase desire and enhancing customer experience after each component is defined.<\/p>\n\n\n\n<p>Here are a few purposes of the Marketing Mix:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define and segment a target audience;<\/li>\n\n\n\n<li>Price a product or service;<\/li>\n\n\n\n<li>Establish the unique value proposition;<\/li>\n\n\n\n<li>Expand the company\u2019s reach and results;<\/li>\n\n\n\n<li>Define the product\/service delivery logistics;<\/li>\n\n\n\n<li>Create positioning strategies;<\/li>\n\n\n\n<li>Communicate and engage with the audience in an appealing way.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The Importance of the Marketing Mix<\/h2>\n\n\n\n<p>Think about it: if the 4 Ps have survived until now, despite the countless new concepts and strategies, that means their presence is essential for companies, right?<\/p>\n\n\n\n<p>Let\u2019s understand the importance of this concept and how it has supported the market over the years.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Communicating Brand Positioning to the Target Audience<\/h3>\n\n\n\n<p>Through the 4 Ps of marketing, you can define your Product, Price, Place, and Promotion \u2014 meaning, <strong>you will have established the most important points of your brand to communicate to your target audience.<\/strong><\/p>\n\n\n\n<p>Without these pillars, your company won\u2019t be able to clearly convey what it offers to consumers or what they can expect from your actions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Creating Integrated Strategies<\/h3>\n\n\n\n<p>Price, Product, Place, and Promotion are individual concepts, but they interact to form a cohesive marketing strategy.<\/p>\n\n\n\n<p>This means that by applying the Marketing Mix,<strong> your strategies will be integrated across branding, advertising, sales, and investment efforts.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Standing Out From Competitors<\/h3>\n\n\n\n<p>Simply<strong> defining the 4 Ps of marketing can already set you apart from the competition.<\/strong> That\u2019s because your company will enter the market with a unique proposal.<\/p>\n\n\n\n<p>Keep in mind: the<strong> Marketing Mix should build an image of something unique and relevant to the audience, <\/strong>communicating your essence, differentiators, and value proposition.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Are the 4 Ps of Marketing?<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"546\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/4-2-1024x546-1.webp\" alt=\"\" class=\"wp-image-2591\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/4-2-1024x546-1.webp 1024w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/4-2-1024x546-1-300x160.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/4-2-1024x546-1-768x410.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>We\u2019ve mentioned that the 4 Ps stand for Product, Price, Place, and Promotion, but you might be wondering what exactly that means.<\/p>\n\n\n\n<p>Let\u2019s break it down.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">P for Product<\/h3>\n\n\n\n<p>Without a product to offer, your brand simply doesn\u2019t work, right?<\/p>\n\n\n\n<p><strong>The product is the foundation of your company \u2014<\/strong> it meets your customers\u2019 needs and generates returns.<\/p>\n\n\n\n<p>To know whether your product meets expectations \u2014 both from customers and marketing professionals \u2014 ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What are your product\u2019s characteristics?<\/li>\n\n\n\n<li>Why do customers buy your product?<\/li>\n\n\n\n<li>How would your audience like it to be? Are there areas to improve?<\/li>\n\n\n\n<li>How do consumers use your product?<\/li>\n\n\n\n<li>What benefits does it offer?<\/li>\n\n\n\n<li>How is your product different from competitors?<\/li>\n<\/ul>\n\n\n\n<p>Once you have these answers, use them to improve your product \u2014 always focusing on what the customer wants.<\/p>\n\n\n\n<p>A great way to assess whether your product meets expectations is to create a Value Proposition Canvas.<\/p>\n\n\n\n<p>Another concept that can help is the Product Life Cycle, which shows what stage your product or service is in and what actions you might take to position \u2014 or reposition \u2014 it in the market.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">P for Price<\/h3>\n\n\n\n<p><strong>Price is what brings revenue to your company \u2014<\/strong> it\u2019s the amount consumers pay for the product and its benefits.<\/p>\n\n\n\n<p>Here, you should list all production and o<strong>perational costs, desired profit, and perform a competitor analysis \u2014<\/strong> this will help you set a benchmark.<\/p>\n\n\n\n<p>Ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is the price competitive compared to others?<\/li>\n\n\n\n<li>If I lower the price, can I increase sales?<\/li>\n\n\n\n<li>If I raise it, can I improve brand positioning?<\/li>\n\n\n\n<li>What is the perceived value of the product?<\/li>\n\n\n\n<li>Are there any hidden or unconsidered costs?<\/li>\n\n\n\n<li>Is the product seasonal?<\/li>\n<\/ul>\n\n\n\n<p>Beyond the answers, always consider your product\u2019s <strong>true value, how much it costs your company, <\/strong>and what it delivers to the consumer.<\/p>\n\n\n\n<p>Again, the Value Proposition Canvas can be very useful here.<\/p>\n\n\n\n<p>Eventually, <strong>share some of this value with your audience \u2014 <\/strong>the more they perceive the benefits, the more they\u2019ll be willing to pay.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">P for Place<\/h3>\n\n\n\n<p>Place refers to<strong> the distribution channels and points of sale \u2014 physical or digital \u2014 used by your brand.<\/strong><\/p>\n\n\n\n<p>This P defines where your customers interact with you and purchase your product.<\/p>\n\n\n\n<p>To define your Place, consider:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What are your sales channels \u2014 are they all necessary?<\/li>\n\n\n\n<li>Which channels does your audience use most frequently?<\/li>\n\n\n\n<li>Do your sales channels reflect your brand?<\/li>\n\n\n\n<li>What is the customer experience like?<\/li>\n\n\n\n<li>Do you offer various payment and delivery options?<\/li>\n<\/ul>\n\n\n\n<p>Also think about distribution channels and coverage, sales regions, inventory locations, shipping, and logistics (if applicable).<\/p>\n\n\n\n<p>Here\u2019s a tip for those familiar with digital marketing: one of the biggest trends<strong> for 2023 is the Omnichannel Strategy, which integrates multiple sales and contact channels in a synchronized and interconnected way.<\/strong><\/p>\n\n\n\n<p>In short, you use many channels, but they all align under a single overarching objective.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">P for Promotion<\/h3>\n\n\n\n<p>The final P of the Marketing Mix is Promotion \u2014 <strong>the strategies created to generate demand for the product within the target audience.<\/strong><\/p>\n\n\n\n<p>Today, with so many available channels, you can promote your brand through<strong> social media, paid media, blog articles, SEO, newsletters, word-of-mouth, partnerships, and more.<\/strong><\/p>\n\n\n\n<p>But be careful not to waste efforts and resources on channels where your audience isn&#8217;t active.<\/p>\n\n\n\n<p>To choose the right promotional channels, ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Where is my target audience most active?<\/li>\n\n\n\n<li>When are they most engaged?<\/li>\n\n\n\n<li>What content formats do they prefer?<\/li>\n\n\n\n<li>Do they search for products on platforms like Google?<\/li>\n\n\n\n<li>Who are the top influencers in my industry?<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/getleadster.com\/lead-generation-strategies-with-chatbots\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"341\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1-1024x341.webp\" alt=\"\" class=\"wp-image-2675\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1-1024x341.webp 1024w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1-300x100.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1-768x256.webp 768w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/arte-blog-1.webp 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">7 Steps to Apply the 4 Ps of Marketing to Your Strategy<\/h2>\n\n\n\n<p>Now that you know what the Marketing Mix is and the meaning of each of the 4 Ps, let\u2019s walk through the steps to implement this concept into your marketing strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Define Your Target Audience<\/h3>\n\n\n\n<p>You\u2019ve probably noticed that throughout this article we\u2019ve talked a lot about the target audience, so it makes perfect sense to start by defining who they are.<\/p>\n\n\n\n<p>Remember <strong>that the target audience is the one who will consume your product, pay your price, be present in your place, and be reached by your promotion.<\/strong><\/p>\n\n\n\n<p>To identify your audience, conduct market research and <strong>collect demographic, geographic, and behavioral data.<\/strong><\/p>\n\n\n\n<p>It can also be a good idea to talk to your brand\u2019s current customers through more qualitative interviews.<\/p>\n\n\n\n<p>Download now: Ideal Customer, Persona, and Target Audience Framework<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Define Your Competitive Strategy<\/h3>\n\n\n\n<p><strong>Your competitive strategy is about how your company can differentiate itself from the established competition in the market.<\/strong><\/p>\n\n\n\n<p>You can choose among three main aspects to stand out:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cost Leadership<\/strong>: The goal is to reduce production and distribution costs while offering products with acceptable quality at lower prices to achieve higher profitability.<br><\/li>\n\n\n\n<li><strong>Differentiation<\/strong>: The objective is to deliver superior performance and quality in any area that matters to the customer. This increases perceived value and allows you to charge higher prices.<br><\/li>\n\n\n\n<li><strong>Focus<\/strong>: This strategy targets smaller segments, focusing on the specific needs of niches to achieve cost leadership or differentiation within that market.<\/li>\n<\/ul>\n\n\n\n<p><strong>Read also: Strategic Marketing Planning \u2013 What It Is and How to Do It<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Define Your Market Positioning<\/h3>\n\n\n\n<p>Defining your market positioning means<strong> choosing a key feature or benefit of your product to stand out in the market.<\/strong><\/p>\n\n\n\n<p>This positioning can relate to several factors about your brand. Here are a few:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Attribute<\/li>\n\n\n\n<li>User<\/li>\n\n\n\n<li>Benefit<\/li>\n\n\n\n<li>Product category<\/li>\n\n\n\n<li>Competitor<\/li>\n\n\n\n<li>Application or usage<\/li>\n\n\n\n<li>Quality or price<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4. Define the Marketing Mix Strategies<\/h3>\n\n\n\n<p>Now it\u2019s time to determine what each of the 4 Ps of marketing represents in your business.<\/p>\n\n\n\n<p>In other words,<strong> think about what your product is, what the price will be, where (place) you\u2019ll be present, and what your promotion channels will look like.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Involve Different Teams in the Process<\/h3>\n\n\n\n<p>Don\u2019t assume that the Marketing Mix involves only the marketing team! The concepts explored here are also <strong>connected to the sales, customer experience, customer success, and even finance teams\u2014especially when it comes to the \u201cPrice\u201d P.<\/strong><\/p>\n\n\n\n<p>You can also count on a research and data team to provide the necessary information to build your strategies.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Think About Customer Experience<\/h3>\n\n\n\n<p>Regardless of your strategy, <strong>always keep in mind that the customer should be the top priority.<\/strong><\/p>\n\n\n\n<p>So, for each of the 4 Ps of marketing, consider what the customer experience will be and plan to deliver the best possible one.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Create an Operational Marketing Plan<\/h3>\n\n\n\n<p>Finally, define an operational marketing plan so your strategic plan can come to life and be implemented.<\/p>\n\n\n\n<p><strong>Operational marketing is the tactical execution\u2014it will set goals, deadlines, responsibilities, and steps to solidify each of your Marketing Mix strategies.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tips for a Successful 4 Ps Strategy<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"546\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/1-5-1024x546-1.webp\" alt=\"\" class=\"wp-image-2597\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/1-5-1024x546-1.webp 1024w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/1-5-1024x546-1-300x160.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/10\/1-5-1024x546-1-768x410.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>To ensure an even more effective strategy, here are four essential tips for your Marketing Mix:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Create a Persona<\/h3>\n\n\n\n<p>For every strategy you create\u2014especially for promotions, new product launches, or new features\u2014<strong>think about the persona (a fictional representation of your consumer) you want to reach.<\/strong><\/p>\n\n\n\n<p>This makes your team\u2019s work easier and helps you get closer to your audience, as the persona reveals the key traits and expectations of your customers.<\/p>\n\n\n\n<pre class=\"wp-block-verse\">Read also: <a href=\"https:\/\/getleadster.com\/blog\/icp-persona-and-target-audience\/\" target=\"_blank\" rel=\"noreferrer noopener\">ICP, Persona, and Target Audience \u2013 Don\u2019t Confuse These 3 Concepts<\/a><\/pre>\n\n\n\n<h3 class=\"wp-block-heading\">Conduct Market Research<\/h3>\n\n\n\n<p><strong>Market research will provide the answers you need to plan and establish your strategies.<\/strong><\/p>\n\n\n\n<p>Remember, the customer is the core of everything, so there\u2019s no better approach than asking them directly.<strong> Research helps you uncover their needs, expectations, complaints, areas for improvement, and even positive feedback.<\/strong><\/p>\n\n\n\n<p>Here are some types of market research you can do for each of the 4 Ps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Product<\/strong>: product testing, satisfaction surveys, competitor analysis<\/li>\n\n\n\n<li><strong>Price<\/strong>: value testing, price elasticity research<\/li>\n\n\n\n<li><strong>Place<\/strong>: channel evaluation research<\/li>\n\n\n\n<li><strong>Promotion<\/strong>: <a href=\"https:\/\/getleadster.com\/blog\/brand-persona-and-buyer-persona\/\" target=\"_blank\" rel=\"noreferrer noopener\">buyer persona<\/a> research, consumer behavior surveys<\/li>\n<\/ul>\n\n\n\n<p>Check also: Lead Generation Trends in Brazil<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Always Collaborate with Your Team<\/h3>\n\n\n\n<p>The more people you involve when defining each of the 4 Ps, the better your outcome will be.<\/p>\n\n\n\n<p><strong>That\u2019s because the team can offer a broader view of the business <\/strong>and bring in fresh insights that leadership might miss, especially if they\u2019re not dealing directly with the target audience.<\/p>\n\n\n\n<p><strong>Read also: Marketing Manager \u2013 Why It\u2019s Important to Have One in Your Company<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Think About the Digital Environment<\/h3>\n\n\n\n<p>Even though the concept of the Marketing Mix was developed in the last century, nothing stops you from adapting it to today\u2019s context\u2014in this case, the digital environment.<\/p>\n\n\n\n<p>Understand that <strong>the customer experience has also changed.<\/strong><\/p>\n\n\n\n<p><strong>Today, the shopping experience isn\u2019t limited to physical spaces.<\/strong> In fact, many transactions now happen entirely online, and this trend continues to grow.<\/p>\n\n\n\n<p>So, understand your audience well and where they are.<\/p>\n\n\n\n<p>Even if your focus is offline, don\u2019t neglect your online strategy\u2014this is the future.<\/p>\n\n\n\n<pre class=\"wp-block-verse\">Learn more: <a href=\"https:\/\/getleadster.com\/blog\/marketing-trends-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">12 Digital Marketing Trends to Explore in 2023<\/a><\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Understanding Other Concepts: 7 Ps, 8 Ps, 4 Cs, and SAVE<\/h2>\n\n\n\n<p>The Marketing Mix doesn\u2019t stop at the 4 Ps. In fact, other frameworks go even further and reflect today\u2019s reality better.<\/p>\n\n\n\n<p>Let\u2019s look at a few concepts that may be valuable to your company:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7 Ps of Marketing<\/h3>\n\n\n\n<p>Developed by professors Mary Jo Bitner and Bernard Booms in the 1980s, the 7 Ps of marketing build on the original 4 Ps. Here\u2019s what was added:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Product<\/li>\n\n\n\n<li>Price<\/li>\n\n\n\n<li>Promotion<\/li>\n\n\n\n<li>Place<\/li>\n\n\n\n<li><strong>People<\/strong> \u2013 everyone involved in the strategy: employees, customers, and others<\/li>\n\n\n\n<li><strong>Processes<\/strong> \u2013 structure, planning, and steps for bringing the product to market<\/li>\n\n\n\n<li><strong>Physical Evidence (Perception)<\/strong> \u2013 the impressions and feelings the brand evokes in customers<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">8 Ps of Marketing<\/h3>\n\n\n\n<p>Another extension of the 4 Ps was developed by Philip Kotler and Kevin Lane Keller, adding 4 more Ps to the original mix:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Product<\/li>\n\n\n\n<li>Price<\/li>\n\n\n\n<li>Promotion<\/li>\n\n\n\n<li>Place<\/li>\n\n\n\n<li><strong>People<\/strong> \u2013 here, it&#8217;s about relationship marketing to bring the customer closer to the brand<\/li>\n\n\n\n<li><strong>Processes<\/strong> \u2013 also known as internal marketing, focusing on internal workflows and organization<\/li>\n\n\n\n<li><strong>Programs<\/strong> \u2013 integrated marketing, referring to all programs supporting marketing and sales strategies<\/li>\n\n\n\n<li><strong>Performance<\/strong> \u2013 performance marketing, focused on measuring results<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4 Cs of Marketing<\/h3>\n\n\n\n<p>Created in 1990 by Robert Lauterborn, the 4 Cs of marketing shift the focus to the consumer\u2019s perspective:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Customer<\/strong> \u2013 the starting point is the customer<\/li>\n\n\n\n<li><strong>Cost<\/strong> \u2013 what is the price?<\/li>\n\n\n\n<li><strong>Communication<\/strong> \u2013 the communication strategy<\/li>\n\n\n\n<li><strong>Convenience<\/strong> \u2013 what are the sales channels?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">SAVE<\/h3>\n\n\n\n<p>Lastly, there\u2019s SAVE, a framework focused on the B2B market and on the real needs of consumers. The idea is to replace the 4 Ps with SAVE:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Solution<\/strong> \u2013 replaces Product<\/li>\n\n\n\n<li><strong>Access<\/strong> \u2013 replaces Place<\/li>\n\n\n\n<li><strong>Value<\/strong> \u2013 replaces Price<\/li>\n\n\n\n<li><strong>Education<\/strong> \u2013 replaces Promotion<\/li>\n<\/ul>\n\n\n\n<p>The SAVE framework proposes that companies provide real solutions to consumer problems (rather than just products); offer access (not just stores); present their value proposition (instead of just pricing); and educate the audience with relevant content (instead of only promoting the product).<\/p>\n\n\n\n<p>So, are you ready to put your Marketing Mix strategy into action by bringing together all 4 Ps?<\/p>\n\n\n\n<p>If you want to take another step closer to great results, let me introduce you to one more concept you can add to your Promotion strategy:<\/p>\n\n\n\n<p>It\u2019s called <strong>Conversational Marketing<\/strong>\u2014a tactic focused on real-time, personalized conversations with your visitors to help guide them through the decision-making process.<\/p>\n\n\n\n<p>If you want to learn more about this concept and the benefits it can bring, take a look at this <strong>Complete Guide to Conversational Marketing!<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/getleadster.com\/leadster-ai\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"365\" src=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2.webp\" alt=\"\" class=\"wp-image-2672\" srcset=\"https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2.webp 980w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2-300x112.webp 300w, https:\/\/getleadster.com\/blog\/wp-content\/uploads\/2024\/01\/en-lt-2-768x286.webp 768w\" sizes=\"auto, (max-width: 980px) 100vw, 980px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Marketing mix is the term coined by Phillip Kotler to express what does a good marketing strategy needs. That was 30 years ago. Still true today. <\/p>\n","protected":false},"author":8,"featured_media":3690,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-3689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"_links":{"self":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts\/3689","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/comments?post=3689"}],"version-history":[{"count":2,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts\/3689\/revisions"}],"predecessor-version":[{"id":3717,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/posts\/3689\/revisions\/3717"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/media\/3690"}],"wp:attachment":[{"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/media?parent=3689"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/categories?post=3689"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/getleadster.com\/blog\/wp-json\/wp\/v2\/tags?post=3689"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}