The Marketing Mix (+The 4Ps, 7Ps and
4Cs of Marketing) Learning Hub, by Hannah Tow | April 15, 2019
More than 70 years ago, the American Marketing
Association coined a term that has impressively remained
one of the most essential marketing fundamentals to this
day.
The lasting popularity the marketing mix has earned throughout the years is
due to the fact that the mix we are speaking of encompasses every type of
tactic and technique that a marketer would need to successfully bring an offer
to market.
Think of the marketing mix as a tool box, and the 4Ps, 7Ps, and 4Cs of
marketing as the tools a marketing team uses to successfully accomplish its
marketing objectives.
Do you know exactly what youre looking for? Jump ahead to:
? The 4Ps of marketing
? Product
? Price
? Place
? Promotion
? Using the 4Ps of marketing
? The 7Ps of marketing
? The 4Cs of marketing
What is the marketing mix? If youve ever taken an entry level marketing class, you have probably heard
the term marketing mix come up enough times to recognize it as an
essential term to know. The reason it is such a heavily covered topic is
because without the marketing mix, marketers would have no guidelines in the
strategy or execution of bringing a new product or service to market. Its
basically every marketers starting point.
What does the marketing mix mean?
The marketing mix refers to the group of tactics that a company has strategically chosen
to take a product or service to market.
With that being said, you may be wondering how the 4Ps (and 7Ps and
4Cs) of marketing fit into this. These topics are often confused with each
other, so let me remind you: the marketing mix and the 4Ps (and 7Ps and
4Cs) of marketing are not the same thing.
The marketing mix is a process that refers to the decisions marketers make
throughout the development of bringing their product or service to market.
Remember the tool box analogy? Whereas the Ps and Cs of marketing are
specific techniques within the marketing mix which a marketing team uses to
promote their offering. These are the tools inside your marketing tool box.
The concept of the 4Ps is certainly the most well-known because of its age
and near universal strategy. The 7Ps and 4Cs have emerged since the
creation of the marketing mixs first structuring and account for major industry
changes and trends. Dont worry though, this article will cover everything you
need to know regarding the go-to-market strategies marketers use everyday.
The 4Ps of marketing in depth The 4Ps of marketing were first introduced in the book Basic Marketing: A
Managerial Approach, by E. Jerome McCarthy. Since the concepts
development in the 1960s, theyve become the gold standard that marketers
use while creating their strategies.
The 4Ps, which r
