Marketing MIX

Ayu Yulianti Putri, SE, M.I.Kom

LEARNING
OBJECTIVES
Analyze the Product, Price, Place, Promotion,
People, process and physical evidence.

Apply the Product, Price, Place, Promotion,

People, process and physical evidence.
 INTRODUCTION
Marketing mix: The series of seven key variables -Product. Price, Place. Promotion. People,
Process and Physical evidence-that are varied by marketers as part of the customer offering.

The marketing mix - widely The 4 Ps have since been extended

referred to as the 4 Ps of
Product, Price, Place and
Promotion - was originally
proposed by Jerome McCarthy
(1960) and is still used as an
essential part of formulating
and implementing marketing
strategy by many practitioners.
to the 7 Ps, which include three
further elements that better
reflect service delivery: People,
Process and Physical evidence
(Booms and Bitner, 1981),although
others argue that these are
subsumed within the 4
Ps.Figure5.1summarises the
different sub elements of the 7 Ps.
The elements of the marketing mix
 Marketing Mix
Digital marketing affects all aspects of the traditional and service marketing mix. The elements are:

Product/Service Marketed Price Place Promotion

Looking at opportunities for
modifying the core or extended
product for digital environments.
Focusing on the implications for Exploring promotional techniques in
Considering the implication store
setting prices in digital markets; new advance of more detailed coverage
distribution for digital marketing.
pricing models and strategies. of new techniques.

People, process and physical evidence- reviewing the principle ideas, the focus is on how these elements of the mix
relate to customer-relationship management and managing an organization's digital presence.

The marketing mix concept is widely used in marketing management. The 4 Ps (Product, Price, Place and Promotion) present a robust and easy to
apply framework, which can aid marketing strategy development, but before reviewing the relevance of the Internet tor each of the 7 Ps, it is worth
briefly considering some criticisms of applying the marketing mix as a single tool tor marketing strategy.
4Cs
To mitigate this effect, Lautenborn (1990) suggested the 4 Cs framework
which considers the 4 Ps from a customer perspective. In brief, the 4 Cs are:

Customer needs and wants (from the product)

Cost to the customer (price)
Convenience (relative to place)
Communication (promotion).
 Evaluation
Brief overview of the evaluation and control process, including
regular reporting, analysis and adjustment of the marketing plan.
 Ayu Yulianti Putri, SE, M.I.Kom

Study Case
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