The marketing mix in marketing strategy: Product, price, place and promotion

The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution.

The four Ps of marketing: product, price, place and promotion

The marketing mix can be divided into four groups of variables commonly known as the four Ps:

1. Product: The goods and/or services offered by a company to its customers.
2. Price: The amount of money paid by customers to purchase the product.
3. Place (or distribution): The activities that make the product available to consumers.
4. Promotion: The activities that communicate the product’s features and benefits and persuade customers to purchase the product.

Marketing tools

Each of the four Ps has its own tools to contribute to the marketing mix:

• Product: variety, quality, design, features, brand name, packaging, services
• Price: list price, discounts, allowance, payment period, credit terms
• Place: channels, coverage, assortments, locations, inventory, transportation, logistics
• Promotion: advertising, personal selling, sales promotion, public relations

Marketing strategy

An effective marketing strategy combines the 4 Ps of the marketing mix. It is designed to meet the company’s marketing objectives by providing its customers with value. The 4 Ps of the marketing mix are related, and combine to establish the product’s position within its target markets.

Weaknesses of the marketing mix

The four Ps of the marketing mix have a number of weaknesses in that they omit or underemphasize some important marketing activities. For example, services are not explicitly mentioned, although they can be categorized as products (that is, service products). As well, other important marketing activities (such as packaging) are not specifically addressed but are placed within one of the four P groups.

Another key problem is that the four Ps focus on the seller’s view of the market. The buyer’s view should be marketing’s main concern.

The four Ps as the four Cs

The four Ps of the marketing mix can be reinterpreted as the four Cs. They put the customer’s interests (the buyer) ahead of the marketer’s interests (the seller).

• Customer solutions, not products: Customers want to buy value or a solution to their problems.
• Customer cost, not price: Customers want to know the total cost of acquiring, using and disposing of a product.
• Convenience, not place: Customers want products and services to be as convenient to purchase as possible.
• Communication, not promotion: Customers want two-way communication with the companies that make the product.

All You Need To Know About Affiliate Marketing

Everyday more and more companies are establishing their businesses on the Internet, as affiliate programs are rising in popularity as a strong internet marketing tool. Assigned affiliates get rewarded for directing traffic and potential customer to the company’s website. This is an excellent way to earn some extra cash on your website.


Affiliate marketing is a terrific way of making some extra cash. Successful websites can add profits just through driving traffic to affiliate ads. If you are interested, then you should follow these basic suggestions in this short article to help you construct a successful affiliate site.

A great deal of affiliate marketing is touch-and-go, so you have to remember, never be focused on one formula or technique. You will want to try out various banners, various content, various text, and other methods to see which one(s) works finest for you and your general sales numbers.

Using bullet lists in your marketing short articles. Bullet lists add visual appear to a short article by separating blocks of text and provide readers who do not check out the entire article a fast overview of the product or service. Bullet lists are easy for web users to check out, it is an easy way to describe the advantages of a services or product you are promoting. 

Discover the specific location of exactly what is driving your readers to click your affiliate links. Is it the links within your material or your sidebar? Did it originate from a video you put up or an evaluation of a product? When you find what is driving the traffic, focus on that material.

A terrific pointer for affiliate marketing is making sure you don’t get lazy. There are new trends and updates with all your affiliate programs so it is exceptionally vital that you are always as much as date. They will provide you tools that can considerably enhance sales.

Request for more money. As soon as your marketing tactics begin bringing in consumers, ask your affiliate to increase your earnings. A lot of companies will enjoy to do this, since you are adding positive business for them. Just do this after you have actually established your marketing strategies to be profitable, or you will simply appear greedy.

As an affiliate marketer recommend products you trust to people. The first thing you need to do when marketing any product is to check out the product, If the product you’re promoting is trash, your business name might be messed up.

If you prepare to hold a contest with an affiliate company, promote the heck out of it! You’ll need to commit the bulk of your time to publishing the link on online forums, social networks, contest directories, “Linky” lists, and any site which shares a comparable subject to yours. It’s a great deal of work but the increase in sales will deserve it!

As discussed earlier in this article, affiliate marketing is an excellent method to make money, and can end up being a crucial income source. However, you have to put in the effort to create quality content in order to achieve success, and to make sure your site is appealing to your readers. Although you need to put in hard work, if successful, the benefit will absolutely be worthwhile