What Are the Different Marketing Mix Variables? Example


As you can see, there are a variety of factors that might influence your ultimate purchase decision. This combination of factors is referred to as the “marketing mix.”

For a business to achieve success, it must identify the factors that provide it a competitive edge over its rivals and then use those advantages to the fullest extent.

The marketing mix is the coordinated collection of company-managed materials intended to attract and maintain a certain customer group.

Please refer to the following article for a deeper understanding of the marketing mix and how it adjusts to diverse target groups.

What Are the Different Marketing Mix Variables?

Using a framework called the marketing mix, a company’s marketing activities may be deconstructed into their component pieces. Product, price, advertising, and distribution make up the “Four Ps” of the marketing mix.

All of these may be modified to meet the particular needs of a product’s target market. In certain marketing frameworks, a buyer’s “Four Cs,” which define their motives for making a purchase, are compared to the marketer’s “Four Ps.”

What Are the Different Marketing Mix Variables?

Evolving Definitions of the Marketing Mix

There are several approaches for outlining the marketing mix. The “four Ps” were conceived as the core of the marketing mix in the 1950s.

  1. Product: the specified goods and services
  2. Promotion: exchange of information and expertise
  3. Place: transmission or supply
  4. Price: verification of the fair value of the transaction

This categorization continues to elucidate the principles of marketing. The marketing mix is a company’s strategy for establishing and executing its overall marketing plan.

Over time, new components of the marketing mix have been proposed. Most strive to better match with the change toward a marketing focus and a heightened emphasis on customer value. The 1990 suggestion by Robert F. Lauterborn of the “four Cs” is one such instance.

  1. Customer solution: it is necessary to comprehend their wants and needs.
  2. Communication: speaking back and forth with the customer
  3. Convenience: Rapid and effortless access to what is required
  4. Cost: how much it would cost to satisfy a customer’s desire.

Although the modern four Cs place a greater focus on the customer, they are well-aligned with the ancient four Ps. In addition to the product marketing mix, they enable consideration of the service marketing mix.

What Are the Different Marketing Mix Variables?

While it may be difficult to conceive hotel rooms as a product in and of itself, the hotel’s capacity to deliver tailored solutions for its clients is far more palpable. The following picture illustrates how the four Ps compare to the four Cs:

Four Ps Four Cs Definition
Product Consumer solution Only things that buyers wish to purchase will be made available for purchase. Therefore, it is essential for marketers to analyze customer preferences in order to personalize products for each individual.
Price Cost The whole cost of satisfying a want or need is greater than the asking price.

The whole cost of a product or service may represent, for instance, the time and effort necessary to obtain and utilize it, as well as any associated moral concerns. It indicates the whole cash outlay.

Cost is determined by several elements, such as the customer’s desire to transition to or embrace the new product or service and the customer’s alternative option to choose a competitor’s product.

Promotion Communication Communications include all interactions between a business and its clients, as well as public relations, personal selling, viral advertising, and other comparable channels.
Place Convenience In the current era of extensive Internet access, mail-order catalogs, credit cards, and mobile payment applications, customers seldom need to physically visit a business to satisfy a want or acquire a requirement.

To make purchasing as convenient as possible for their target audience, marketers must comprehend where and how people want to purchase.

As more and more transactions occur online and via hybrid models, physical location is becoming secondary. The convenience of a product include both its ease of acquisition and its accessibility to information.

It is essential to remember that marketing, regardless of whether we’re discussing the four Ps or the four Cs, includes paying close attention to several techniques and elements that influence customers’ selections. The success of every marketing effort is contingent on deploying the optimal combination of strategies.

Competitors and the Marketing Mix

Complicating the challenge of identifying the ideal marketing mix is the presence of competitors that apply market pressures using strategies described by their own marketing mix alternatives.

Remember that the objective of the marketing mix is to assist a firm gain and maintain a competitive advantage by discovering the ideal combination of product, pricing, promotion, and distribution (location).

Developing A Marketing Strategy

A Marketing Plan is a formalization of the marketing strategy (a broad plan for utilizing an organization’s resources to accomplish its marketing objectives) that is created to manage the marketing mix.

What Are the Different Marketing Mix Variables?

The marketing strategy tackles the things that can be handled (4 Ps) and provides ideas for addressing the aspects that cannot be managed (social/cultural, ethical, competitive, political/legal, and economic).

The Marketing Plan

The Marketing Plan covers not only the strategic and tactical plans, but also a comprehensive budget, taking into consideration the four Ps and planning for the uncontrollables. Examples of plans and budgets include various marketing methods.

Despite the fact that this essay covers the whole marketing mix, you will notice that some components are explored more thoroughly than others. This is due to the fact that each strategy must be customized to the specific conditions of the implementing organization.

Understanding 4 Ps of Marketing

What Are the 4 Ps of Marketing?

If you want to sell more of your product or service, you must pay serious consideration to the four Ps and strategically employ them in your marketing approach. The “four Ps” of marketing are product, price, placement, and promotion.

The marketing mix consists of the “four Ps,” often known as the “four Ps.” They encompass everything from what consumers want to how the product or service satisfies or fails to meet those desires to how the product or service is seen in the world to how it stands out from the competition and how the company that manufactures the product interacts with customers.

People, procedures, and physical evidence have been identified as extra “Ps” since the 1950s, when the original four “Ps” were introduced.

How to Use the 4 Ps of Marketing in Your Marketing Strategy

The four Ps may serve as a foundation for your marketing strategy. Consider everything carefully. It is OK for some of the factors to overlap. That was a foregone conclusion.

Examine the products you intend to offer in thoroughly beforehand. Why do you believe it is appealing, and what characteristics does it possess? Consider similar products that are currently available on the market.

What Are the Different Marketing Mix Variables?

Your product may be superior to the competitors because it is more durable, user-friendly, aesthetically pleasing, or durable. The ingredients may be sourced responsibly or eco-friendly. Success hinges on identifying what your target market values most.

It is crucial to price your products reasonably. It is more complicated than simply paying costs and generating a profit. You may sell it as a luxury item, a low-cost alternative, or somewhere in between.

As part of your placement plan, you should identify the online and offline retail establishments that offer products comparable to yours and serve people like yourself.

You can only consider advertising in connection to your intended audience. Possible demographic targets include stylish young people, well-off professionals, and thrifty consumers. Your media plan must emphasize communicating the appropriate message to the appropriate audience.

When Did the 4 Ps Become the 7 Ps?

Prioritizing the four Ps of marketing—product, price, placement, and promotion—has been widely acknowledged since the 1950s. Three extra Ps have been added to the marketing mix to bring it into the 21st century.

The focus of People is the individuals behind the brand. In addition to conventional sales and customer service employees, this incorporates contemporary social media influencers and viral media campaigns.

The logistical aspects of a procedure. Today’s consumers have greater expectations for immediate fulfillment of their product requirements.

In comparison to the other six Ps, physical evidence may be the most innovative. To make an online sale of diamond jewelry, it must be clearly clear to the consumer that they are dealing with a legitimate, trustworthy firm that will deliver as promised.

Convincing the buyer that your product is genuine and of high quality demands a well-designed website with solid features, a “About” section with the names and contact information of business executives, and professional packaging and timely shipment.

What Are the Different Marketing Mix Variables?

What Are Some Examples of the 4 Ps of Marketing?

  • “Places” refers to the locations where your goods is sold or discovered. Internet, smartphone applications, brick-and-mortar stores, and the counsel of a salesperson are some of the alternatives available to modern consumers for product research and purchase.
  • A product or service’s price is the amount required to acquire it. When pricing a product, competitors, supply and demand, manufacturing costs, and client budgets should all be addressed. There are options between several pricing structures, such as one-time purchases and subscriptions.
  • What a company sells is defined by its business model and the skills of its personnel. This is shown by McDonald’s, which serves dependable quick meals in an unpretentious atmosphere. They might provide additional goods and services, but they wouldn’t substantially alter their identity.
  • When we speak to promotion, we mean focused marketing that effectively reaches the intended audience. A company may use a PR campaign, advertising placement, email marketing, Instagram postings, or a combination of these to reach the right people at the right time with its message.

How Do You Use the 4 Ps of Marketing?

The 4Ps model may be utilized for a variety of objectives, including but not limited to the creation of a new product, the evaluation of an existing product, and the improvement of sales of an existing product.

An expert in marketing may introduce or reintroduce a product to customers by carefully examining the product, pricing, positioning, and promotion.

Finding the Right Marketing Mix

What considerations should be made while selecting an acceptable marketing strategy? It all comes down to the declared mission of the organization. Similar to a recipe, the marketing mix may be altered somewhat or substantially to better serve the company’s overall objectives.

It is essential to examine the interdependence of various marketing-mix choices. Each component of the marketing mix must function in harmony with the others.

Consider the seemingly little job of selecting shampoo for your hair. Consider three shampoo varieties, which we will refer to as Budget, Luxury, and Premium, respectively. The components of the marketing mix that can influence a customer’s propensity to make a purchase are outlined in the table below.

Discount Upscale Premium
Product Cleansing product, pleasant smell, low-cost packaging Cleansing product, pleasant smell, attractive packaging Cleansing product, pleasant smell created by named ingredients, premium packaging
Promotion Few, if any, broad communications National commercials show famous female “customers” with clean, bouncy hair Differentiating features and ingredients highlighted (e.g., safe for colored hair), as well as an emphasis on the science behind the formula. Recommended by stylist in the salon.
Place Distributed in grocery stores and drugstores Distributed in grocery stores and drugstores Distributed only in licensed salons
Price Lowest price on the shelf Highest price in the grocery store (8 times the prices of discount) 3 to 5 times the price of Upscale

Despite major variations in marketing, distribution, and pricing, credible studies reveal no difference in efficacy between Premium or Upscale shampoo and Discount shampoo.

What Are the Different Marketing Mix Variables?

Each service will appeal to a particular demographic. Can you tell me if you get your shampoo from a pharmacy or a salon? Your reaction is likely related to the marketing mix components that have had the most influence on you.

Essential to a successful marketing mix is a concentration on the buyers you seek. Each component is tailored to appeal to the prospective purchaser in a unique way.

If, in our shampoo example, the target market consists of affluent women who routinely spend hundreds of dollars on salon services, selling the product at a discounted price may harm sales by causing stylists to question the product’s quality.

Similarly, if a discount product’s price increases even little or if people mistake the product’s packaging for one that costs more than it does, the extra appeal will not compensate for the increase.

The marketing mix is utilized to coordinate efforts to better satisfy the needs of a certain target niche.

Creating and Aligning the Marketing Strategy

Inputs That Inform Marketing Strategy

Developing a marketing strategy closely resembles developing an overall business strategy. What distinguishes them is that the business strategy has a direct influence on the marketing strategy, necessitating that the latter be created in unison with the former rather than independently.

Consequently, the marketing strategy must incorporate continuous monitoring and adjustment of the business’s overall goals and objectives.

A effective marketing strategy employs both internal company resources and external market conditions.

Conducting a scenario analysis is one approach to analyze this data (also called a SWOT analysis).

For those who have forgotten, a SWOT analysis examines the strengths and weaknesses of an organization, as well as the opportunities and threats it faces in the external environment.

Centering on the Target Customer

The marketing strategy describes how the marketing mix will be implemented to achieve the enterprise’s broader objectives. The target audience is the main focus of the plan.

What Are the Different Marketing Mix Variables?

In contrast to the business strategy, which may include components concerned with internal operations or aimed at influencing external forces, the marketing plan’s individual components are all created with the customer in mind.

Consider the following processes in determining your ideal clients:

  1. Consider the corporate strategy and goals while selecting the business need to which you will respond;
  2. You should divide the overall market into smaller subcategories in order to concentrate on them more intently.
  3. Define your target customer and their wants in order to cater your services to them.
  4. Examine the market to ensure its viability.

Although it may seem clear that a company’s marketing activities should be focused on its target market, it is not unusual for companies to get so focused on their own goals, initiatives, and products that they lose sight of their consumers.

When this occurs, people lose faith in the company and its products and seek assistance elsewhere.

Aligning Corporate and Marketing Strategies

By creating and utilizing objectives, it is feasible to align company and advertising objectives. Every marketing plan development action should be led and supported by the company’s stated objectives.

How can a company’s marketing strategy and objectives be enhanced by establishing more suitable corporate-level objectives? Consider the following instances:

  1. Imagine that you have recently completed a market segmentation assignment. You target a certain demographic that would value what you have to offer. If this market segment is too small to support the company’s market growth objectives, there is no use in pursuing it.
  2. According to you, how many new products should the company release this year? Prepare your response with the company’s expansion and financial stability objectives in mind.
  3. The marketing department has launched a customer relationship management project in an effort to increase client loyalty. Do the intended expenditures and anticipated returns of the campaign align with the business’s objectives?

What Are the Different Marketing Mix Variables?

Clearly, the marketing planning process benefits considerably from the incorporation of the organization’s objectives. As with any other strategy, marketing success requires well-defined, widely publicized, and quantified goals.


The “four Ps” of the marketing mix are product, price, placement, and promotion. These are the fundamental elements of every product or service’s marketing strategy, and they interact substantially. A comprehensive marketing strategy takes into account each of these variables.

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