Instituto Politécnico Nacional

Escuela Superior de Comercio y Administración

Unidad Tepepan

Unidad Tecnológica y Campus Virtual

Mercadotecnia y Promoción Internacional

Actividad 1 Práctica 2 “Estrategia de la Empresa Mercadológica”

Marketing Mix
Marketing mix is a concept used to define all the tools and variables available to the
marketing manager. Marketing mix refers to the
set of actions or tactics that a company USES to
promote your brand or product in the market.

It is all about putting the right product or a

combination thereof in the place, at the right
time, and at the right place. The difficult part is
doing this well, as you need to know every
aspect of your business plan.

Elements of the marketing mix

The concept of the marketing mix is sectioned into four key elements. They talk
about the product strategies, pricing strategies, place where the products are
distributed and promotional strategies.

Product

This is the main part of the offering, the product itself. It is the most important part of
the mix. A product is an item that is built to meet the needs of a particular group of
people. The product can be intangible or tangible, since it can be in the form of
services or goods. A product has a certain life cycle which includes the growth
phase, the maturity phase and the sales decline phase. It is known that a company
will only sell what the consumer specifically wants to buy, therefore it is important for
marketers to study what the consumer wants and needs in order to attract them.

Price

The price of the product is basically the amount a customer pays to enjoy it. Price is
a very important component of the marketing mix definition. It is also a very
important component of a marketing plan as it determines the company's profit and
survival. Prices always help shape the perception of the product in the eyes of
consumers.
Pricing is mainly determined by the cost of the product and also how much the
customer would be willing to pay. If we price too high no one will buy, if we price too
low the company will have losses. So, it's important to devise the right pricing
strategy to make the mix perfect.

Square or place

Deferral or distribution is a very important part of defining the product mix. If we are
making a product at the right price, that is not enough, we need to make it available
at the right place too. The product should be placed and distributed in a place that is
accessible to potential buyers. This comes with a deep understanding of the target
market. The customers mostly will not come to you unless the product and price is
unbeatable. Understand them from the inside out and you'll discover the most
efficient positioning and distribution channels that speak directly to your market.
Afterall the product needs to be where the customers are likely to buy.

Promotion

Promotion is a very important component of marketing. Promotion is, after all, any
marketing communication that is used to persuade a target audience of the merits of
a product or service. Brands make use of promotion to either increase brand
awareness, create interest for their product, increase sales, generate leads or
increase brand loyalty.

The promotion consists of several elements such as:

❖ Organization of sales
❖ Public relations
❖ Advertising
❖ Sales promotion

There are also other elements of marketing mix:

Physical evidence.

Physical evidence often takes two forms: evidence that a purchase or service took
place and proof or confirmation of the existence of the brand. Any services or
products received count as physical evidence. As do the likes of the receipts,
packaging, tracking information, invoices, brochures or PDFs, and so on.

People.

Employees. Those people who are involved in selling a product or service, designing
it, managing teams, representing customers... the list goes on. Employing and
retaining the right people is imperative in both the long- and short-term success of a
business. This also takes into consideration the number of people in the target
market. If there are not enough people in the market to sustain a business, it won’t
work.

Process.

This is the execution of a service. The important thing to remember is to keep costs
low, but service high. This describes a series of actions that are taken in delivering
the product or service to the customer. Examining the process means assessing
aspects such as the sales funnel, payment systems, distribution procedures and
managing customer relationships.

The Relation.
One of the most important components of the marketing mix is the relationship between
the concepts that it involves. A balance must be maintained between the entire strategy
in order to guarantee proper operation with logic and projection.

Marketing system

The marketing system implements strategies and sales protocols to suit the needs of the
client in order to cover them with our service or product. The marketing objectives are:

● Increase customer satisfaction

● Increase customer choice
● Increase customer consumption
● Seek a better quality of life in general

Market Managers:

In marketing strategies, market managers and their decisions form a positive or negative
environment depending on the effectiveness of this element. It is important that this
person is able to identify each aspect of the marketing mix in order to obtain the results
that it proposes.

The changes in the product in a mix marketing strategy:

Once the process is established through the mix marketing, the product begins to get
involved in a series of changes, which are delimited in the following points:
 ● Induction stage: Is the introduction of the product in a market with the supervision
of a marketing strategy, there are many objectives that are available to rich in this
stage like:
1. High impact
2. High sales
3. Strong investments in promotion.

● Growth stage: It is the acceptance of the product according to sales, some of the
strategy’s that are available to apply in this stage are:
1. Improve quality.
2. search for new markets
● Increase stage: It is the acceptance of the product, observing an increase in the
sales and profits curve
● Maturity stage: This stage is characterized by increased competition, decreased
sales and decreased profits.
● Decline stage: The passage of time, the evolution of customer tastes and needs
lead to this stage. When a product reaches this stage, it must remain in it for the
shortest possible time, changes and adaptations to the new environment are
required.

Conclusion:

Marketing mix is very important for creating a marketing strategy, this allows the
company to take the most secure route. In order to utilize the marketing mix to its full
potential it is necessary understand how each of its elements work. Four of the most
important elements are product, price, place and promotion, as we saw in this
activity. These have the ability to optimally explain how marketing works in a
comprehensive and complete way. Nowadays it’s important to study the market
before making the product, because if you don’t stand out it’s going to be hard to
thrive. Without the marketing mix you can’t differentiate your product from the
competition, hence why it’s very important to make use of efficiently.
References:

 Peñaloza, Marlene (2005). El Mix de Marketing:Una herramienta para servir al

cliente. Actualidad Contable Faces, 8(10),71-81.[fecha de Consulta 28 de
Febrero de 2021]. ISSN: 1316-8533. Disponible en:
https://www.redalyc.org/articulo.oa?id=257/25701007.

 Garcia, A., & Moya, C. (2014). Marketing en la actividad comercial. .

España. : Mc,Graw - Hill.
 Velázques, R. (12 de Junio de 2020). Universidad Autonoma del Estado de
Hidalgo. . Obtenido de
https://www.uaeh.edu.mx/docencia/P_Presentaciones/prepa1/2020/diseno.pd
f