“Marketing Mix” suggested by Professor Neil Borden. In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”. And then, Professor E. Jerome McCarthy, at the Michigan State University in the early 1960s, suggested that the Marketing Mix contained the four elements of :
(1) product,
(2) price,
(3) place and
(4) promotion
Product
The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.
Pricing
This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science. A number of modes of pricing techniques exist, which span:
* Elasticities (whether Price Elasticity of Demand, Cross Elasticity of Demand, or Income Elasticity of Demand)
* Market skimming pricing
* Market penetration pricing
Elasticities are a microeconomic concept, which gauges how elastic demand is for a given good/service. In a marketing context, its usefulness relates to the suitable level at which a product can be priced, in accordance with price, a product's complements and substitutes, and the level of income a consumer possesses.
Market skimming pertains to firm releasing a good in a "first to market" scenario. As an example, picture a company which releases a new type of personal media playing system. It may set the good at an initially high level, but reduce it over time, once the level of demand gradually rises. Market skimming is best operable within a first to market scenario, since there would be few competitors within the company's industry. This pricing strategy is also best implemented within a market of high entry barriers (such as a monopoly or an oligopoly). This is so since the high barriers to entry discourage competitors into the industry for the product.
Market penetration concerns pricing policies for late entrants to a market. As another example, a company could release a product into a market years after it is initially introduced, but at an artificially low price in order to stimulate demand. The result of such a pricing strategy would be to draw consumers from competitors and into purchasing its own product. Market penetration, in contrast to market skimming, best functions within a market form with low barriers to entry (such as perfect competition or monopolistic competition). Low barriers to entry facilitates a company's ability to sell goods at a price lower than its market clearing point.
Placement (or distribution)
This refers to how the product gets to the customer; for example, point-of-sale placement or retailing. This third P has also sometimes been called Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.
Promotion
This includes advertising, sales promotion, including promotional education, publicity, and personal selling. Branding refers to the various methods of promoting the product, brand, or company.
These four elements are often referred to as the marketing mix,[5] which a marketer can use to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services.
Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions. As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards), whereas the essence of marketing should be the outside–in approach".
In order to recognize the different aspects of selling services, as opposed to Products, a further three Ps were added to make a range of Seven Ps for service industries:
* Process - the way in which orders are handled, customers are satisfied and the service is delivered.
* Physical Evidence - is tangible evidence of the service customers will receive (for example a holiday brochure).
* People - the people meeting and dealing with the customers.
As markets have become more satisfied, the 7 Ps have become relevant to those companies selling products, as well as those solely involved with services: customers now differentiate between sellers of goods by the service they receive in the process from the people involved. Some authors cite a further P - Packaging - this is thought by many to be part of Product, but in certain markets (Japan, China for example) and with certain products (perfume, cosmetics) the packaging of a product has a greater importance - maybe even than the product itself.
(1) product,
(2) price,
(3) place and
(4) promotion
Product
The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.
Pricing
This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science. A number of modes of pricing techniques exist, which span:
* Elasticities (whether Price Elasticity of Demand, Cross Elasticity of Demand, or Income Elasticity of Demand)
* Market skimming pricing
* Market penetration pricing
Elasticities are a microeconomic concept, which gauges how elastic demand is for a given good/service. In a marketing context, its usefulness relates to the suitable level at which a product can be priced, in accordance with price, a product's complements and substitutes, and the level of income a consumer possesses.
Market skimming pertains to firm releasing a good in a "first to market" scenario. As an example, picture a company which releases a new type of personal media playing system. It may set the good at an initially high level, but reduce it over time, once the level of demand gradually rises. Market skimming is best operable within a first to market scenario, since there would be few competitors within the company's industry. This pricing strategy is also best implemented within a market of high entry barriers (such as a monopoly or an oligopoly). This is so since the high barriers to entry discourage competitors into the industry for the product.
Market penetration concerns pricing policies for late entrants to a market. As another example, a company could release a product into a market years after it is initially introduced, but at an artificially low price in order to stimulate demand. The result of such a pricing strategy would be to draw consumers from competitors and into purchasing its own product. Market penetration, in contrast to market skimming, best functions within a market form with low barriers to entry (such as perfect competition or monopolistic competition). Low barriers to entry facilitates a company's ability to sell goods at a price lower than its market clearing point.
Placement (or distribution)
This refers to how the product gets to the customer; for example, point-of-sale placement or retailing. This third P has also sometimes been called Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.
Promotion
This includes advertising, sales promotion, including promotional education, publicity, and personal selling. Branding refers to the various methods of promoting the product, brand, or company.
These four elements are often referred to as the marketing mix,[5] which a marketer can use to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services.
Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions. As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards), whereas the essence of marketing should be the outside–in approach".
In order to recognize the different aspects of selling services, as opposed to Products, a further three Ps were added to make a range of Seven Ps for service industries:
* Process - the way in which orders are handled, customers are satisfied and the service is delivered.
* Physical Evidence - is tangible evidence of the service customers will receive (for example a holiday brochure).
* People - the people meeting and dealing with the customers.
As markets have become more satisfied, the 7 Ps have become relevant to those companies selling products, as well as those solely involved with services: customers now differentiate between sellers of goods by the service they receive in the process from the people involved. Some authors cite a further P - Packaging - this is thought by many to be part of Product, but in certain markets (Japan, China for example) and with certain products (perfume, cosmetics) the packaging of a product has a greater importance - maybe even than the product itself.