The Marketing Mix

Price, product, promotion and distribution are the variables, the 4P’s, which marketers use when designing a marketing strategy or plan, are the tools of the Marketing Mix.

Using the Marketing Mix helps achieve the goals we’ve set, and that structure the marketing strategy within the company.

Some experts have increased the number of ‘P’s’ in the mix at 5, 6 or even 7 and it is rare: Packaging as the 5th P, People, people, like 6th P or Partners, partners, and 7th P.

The Marketing Mix:

In the case of goods or products (4 P’s)

* Product
* Price
* Plaza
* Promotion

In the case of intangible goods or services (7 P’s)

* Product (Service)
* Price
* Distribution
* Promotion
* People
* Location
* Process