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The Marketing Mix

How Many Ps Are There In A Marketing Mix?

Tina S
Tina S
Nov 10, 2009
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The Marketing Mix

The marketing mix is generally accepted as the use and specification of the 'four Ps' describing the strategy position of a product in the marketplace. The marketing mix was designed as a simple way to focus on the main elements of marketing for a business and to create a marketing strategy either at business, product or campaign level.

 

A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes.

1. Product - what you are selling
 
2. Price - how much you are charging for your product
 
3. Promotion - how you tell people about your offer i.e. your product and price
 
4. Place - how people can buy your product

Service Marketing Mix - The 7P's of Service Marketing

Having discussed the characteristics of a service, let us now look at the marketing mix of a service.
The service marketing mix comprises off the 7’p’s. These include:

People - services are performed by people whose performance influences the quality of the service delivered and perceived to be delivered.
 
Process - it's not just the attitudes of the person that matters but the process they use to provide the service.
 
Physical evidence - services are intangible so the customer looks for physical clues about the quality.


 

How Many Ps Are There In A Marketing Mix?


So far we have the original 4Ps of marketing, the extra 3 Ps added in the Service Marketing Mix and my four based on critiquing the marketing mix.

That takes us up to 11 Ps of marketing.

UK Marketing expert Fraser Hay published a list of the 5 fundamental principles of marketing:

Positioning
 
Packaging
 
Promotion
 
Persuasion
 
Performa
nce

Since promotion is already covered in the traditional marketing mix, this adds another 4P's to the marketing list - positioning, packaging, persuasion and performance.

Start your brainstorming and identified 15 Ps of marketing mix. In the book of Offensive Marketing by Hugh Davison. That book used an acronym of POISE.

    * Profitable - even in loss leading campaigns and image advertising to build brands, there has to be a clear path to profit.
      
    * Offensive - perhaps Proactive would be more suitable in this situation.
      
    * Integrated - your marketing has to Pull together and not consistent of a scatter gun approach of different campaigns which send out conflicting messages.
      
    * Strategic - I mentioned Purposeful earlier
      
    * Effective - it has to work.

The New Marketing Mix


So how does the new marketing mix appeal - the 27P's of Marketing (and counting)

   1. Product
      
   2. Price
      
   3. Promotion
      
   4. Place
      
   5. People
      
   6. Process
      
   7. Physical evidence
      
   8. Purpose
      
   9. Purchaser
      
  10. Push/pull
      
  11. Personal relationships
      
  12. Positioning
      
  13. Packaging
      
  14. Persuasion
      
  15. Performance
      
  16. Profitable
      
  17. Proactive
      
  18. Pull together
      
  19. Perform
      
  20. Permission
      
  21. Pain
      
  22. Pleasure
      
  23. Periodic
      
  24. Persistent
      
  25. Partners
      
  26. Psychology
      
  27. Perceptions 


Things that marketers need to improve their products or services are considered as marketing mix elements. And there are lots of elements which begins P on marketing mix. The Marketing Ps Don't End There.


 


 

 
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