4p 7p

In marketing there is a marketing strategy called marketing mix.

Marketing mix has an important role in influencing consumers in order
to buy a product or service offered by the company. The elements of the
marketing mix consist of all the variables that a company can control to
satisfy consumers.

Before outlining one by one, here we tell you what is marketing mix and
present the understanding of marketing mix or marketing mix according
to experts.

 Marketing mix is a strategy of mixing marketing activities, to find the

maximum combination to bring the most satisfactory results
(Buchari Alma, 2007: 130)

 Marketing mix is the organizational elements of the company that can

be controlled by the company in communicating with the guests and
to satisfy the guest (Zeithaml and Bitner, 2008: 48).

 Marketing mix is a good marketing tool that includes product,

pricing, promotion, distribution, combined to produce the desired
response of the target market (Kotler and Armstrong, 2012: 92)

Of the three meanings of marketing mix according to the experts above

can be concluded that the marketing mix is a good marketing tool that is
in a company, where the company is able to control it in order to
influence the target market response.

In the marketing mix there is a set of marketing tools known as the 4ps
of marketing mix ,product (product), price (the price), place (place or
channels of distribution) and promotion (promotion) , while in service
marketing has several additional marketing tools such as people,
physical evidence, and process, so it is known as 7P marketing mix and
dear readers can draw the conclusion of the 4P and 7P marketing mix .
Service marketing mix includes 7P: product, price, place, promotion,
people, physical evidence, and process.
The seven elements of the marketing mix are interrelated and influence
each other, so it must be strived to produce a marketing policy that leads
to effective service and customer satisfaction. So in the marketing mix
there are variables that mutually support one another, which the
company then combines to get the desired responses within the target
market. The combination of these devices can affect the demand for the
product.

The most basic marketing mix tool is the product, which is the
company’s tangible supply to the market, which includes quality, design,
shape, brand, and product packaging. Such support services can provide
a competitive advantage in the global competition market.

The seven elements of marketing mix can be described as follows:

1. Products

The product (product), is managing the elements of the product

including the planning and development of the right product or service
to be marketed by changing the existing product or service by adding and
taking other actions affecting the various products or services.

2. Price

Price is a company management system that will determine the right

base price for a product or service and must determine a strategy that
involves discounts, freight payments and shared variables.

3. Distribution

Distribution (place), which is choosing and managing the trading

channel used to distribute the product or service and also to serve the
target market, as well as developing a distribution system for physical
product delivery and commerce.

4. Promotion

Promotion is an element used to inform and persuade a market about a

new product or service in a company through advertising, personal
selling, sales promotion, or publicity.
5. Physical Facilities

Physical Evidence, is a real thing that also influence consumer decisions

to buy and use products or services offered. Elements included in
physical facilities include environmental or physical buildings,
equipment, supplies, logos, colors and other items.

6 people

People (People), are all actors who play an important role in the
presentation of services so that it can affect buyer’s perception. Elements
of people are employees of companies, consumers, and other consumers.
All employee attitudes and actions, how to dress employees and the
appearance of employees have an influence on the success of service
delivery.

7. Process

Process (Process), are all actual procedures, mechanisms, and flow of

activities used to deliver services. This element of the process means
something to deliver services. Process in services is a major factor in the
marketing mix of services such as service customers will be happy to feel
the delivery system as part of the service itself.

Based on the understanding of marketing mix 4P and 7P according to the

experts above, it can be concluded that the marketing mix or marketing
mix has elements that are very influential in sales because these
elements can affect consumer interest in making purchasing decisions
both for goods and services.