What is Marketing Mix?

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marketing mix

What is Marketing Mix?

Marketing Mix Definition

“The marketing mix is “the set of marketing tools that a company utilizes to achieve its marketing goals in the target market environment.” According to marketers, it’s what makes your product unique and different from the competition.”

Marketing Mix is a blanket term that covers all the set of actions that are implemented for sales enhancement and brand promotion.

The marketing mix includes crucial factors: Price, Product, Promotion, and Place, together known as the 4 Ps of the marketing mix.

A marketing mix is a vital tool for interpreting the product or service that helps prepare potent marketing strategies.

What are the 4 Ps of the Marketing Mix?

The following involves the process of defining the marketing mix:


The company manufactures or designs the item or service to fulfill consumer needs. 

The product ought to be promising, productive, and effective. Customers won’t buy an inefficient product even when you promote it heavily. 

Your audience will acknowledge the marketing investments and strategies if the product has potential.


The consumer pays the value to access or receive the product. Most of the marketing promotions stress the cost-effective pricing of the product. 

Pricing depends on the various costs incurred during the development phase and the profit margins desired by the stakeholders. 

For setting the price, you should consider a few factors: 

  • The worth of your product: Think from the user’s perspective, is the product worth the money spent on buying it. Is it equipped to serve most of the user’s needs? And is it better than the other brands? 
  • Compare the market prices: If the services your product provides are provided by another brand’s product as well when it comes down to the price difference. The customer will tend to buy the more cost-effective product, and marketing promotions attract the customer by price comparison. 
  • Over or underpricing: The product shall be priced based on its features, the number of needs it fulfills, and the prices offered by competitors. Also, sometimes, the brand image aids the pricing. 

Therefore, a product shouldn’t be so overpriced that the customer won’t buy or so underpriced that the profit margins aren’t met even if the sales are high.


Place refers to the areas of distribution.

As the site’s culture, needs, and market environment change, marketing strategies vary depending on the location.


Promotion helps communicate with the potential customers and promote product benefits to convince or attract them to buy.

It involves advertising, incentive, discounts, word of mouth, or anything that promotes a good image.

All these are interrelated such that no factor can be focused on individually; that’s why it has been combined as a mixture or a ‘mix’. 

What Are the Marketing Mix 4Ps Examples? 

A firm’s marketing mix refers to the combination of Product, Pricing, Promotion, and Place. This combination involves the process of defining the marketing mix. 

To elucidate, let’s understand the 4Ps of marketing by way of a top-rated product, “‘iPhone’’ by Apple.

The “first P” of the marketing stands for Product

In the case of the iPhone, the product will include every feature and design. The cellular structure, variety of colors, touchpad, and so on will fall under the “‘product mix’’ part.

The “second P” stands for Pricing

Apple is the classic example of a premium pricing strategy where the product’s prices are marked high owing to its high quality and value.

The “third P” stands for Promotion

Apple invests a lot in advertising, marketing, and appealing promotional techniques. As marketing has evolved, we have also seen new, more innovative, and creative ads for the iPhone. They are now also involved in social media marketing.

The “fourth P” stands for Place

You can easily find iPhones on online and offline platforms, and they are always available on giant e-commerce stores like Amazon.  

What Are the Four C’s of the Marketing Mix?

4 C’s of the Marketing Mix

As marketing has evolved, the focus has shifted from business to customer, and companies now resort to a more customer-centric approach. 

That is why the four Cs have taken over the four Ps since 1990. Especially in digital marketing. 

The four C’s are Customer, Cost, Convenience, and Communication, and they are the essential tools for any successful marketing strategy in the modern day.

They are the essential tools for any successful marketing strategy.


The customer is the center of attention in any excellent marketing strategy. Customer value is everything to an organization; their satisfaction is its main goal. Organizations should lay primary emphasis on solving customer problems, needs and demands.


The cost of goods sold can refer to the total amount you’ve paid (including materials and labor) to manufacture, distribute, and market a product. It may also include the expense of making trade-offs for consumers, such as delaying their next purchase or feeling guilty about not purchasing anything at all.


This is also an essential requirement for making purchasing decisions. Organizations must provide comfort to buyers by offering user-friendly policies regarding selection, price, delivery, and so on. These primary factors influence convenience, cost of customer acquisition, customer service, product characteristics, and availability of information.


Communication helps acquire customer feedback that may alter the business’s marketing strategy. You can do this in marketing, advertising, emails, media appearances, etc.

These four c’s are the most important factors affecting customer value and satisfaction and establishing a market presence. Organizations can build long-term success if they apply these.

How To Identify Your Marketing Mix?

Following are the steps one should take to identify their Marketing Mix.

Step 1: Identify who are your target customers. 

Step 2: Understand your customers’ problems, needs, and demands.

Step 3: Establish a way of solving their problem/ fulfilling their needs. 

Step 4: Determine how the product or service designed solves the problem.

Step 5: Study the customers closely to understand their buying motivation.

Step 6: Identify sales goals and budget marketing expenses accordingly. 

Step 7: Finally, pick the most suitable marketing tactic for the target customers. 

Marketing Mix vs. Product Mix 


The marketing mix is a blanket term that covers all the actions implemented for sales enhancement and brand promotion, and it is a ‘mix‘ of factors that affect product marketing

The product mix is a sales term defined as a product line in its entirety, while product mix is generally understood to be individual product lines. A product line means a group of related products in a category that are alike or can be marketed together to increase sales volume and variety.

Ambit and Scope

The marketing mix is a broad term, and it encompasses product, price, promotion, place, product development, and product life cycle. 

While product mix is a much narrower term that defines individual product lines, the product mix is a subset of the marketing mix that contains a product line within the marketing department’s control.


The marketing mix can change over time, and this concept evolves according to the changing circumstances, market, and customer needs. 

While the product mix is static, the product mix is limited to the company’s product line. Therefore, the variability is much lower here.


Marketing mix has multiple constituents; hence it is much more important from the strategic point of view.

The product mix has far less impact than the marketing mix in terms of importance and exposure, and it is because it has limited scope and deals only with a single component.


Q. What is the difference between marketing and promotion?

A. Marketing relates to all the activities involved in enhancing the product’s sales. Promotion is one aspect of marketing, which means spreading the word about the product and its benefits to potential customers.

Q. How do you use the 4 Ps of marketing?

A. You can use the four Ps of marketing at any time in the business. At the beginning of your venture, you can use it to assess and evaluate planning and can even use it to optimize sales and track growth.  

Q. Why is product important in the marketing mix?

A. Product is the very first component of the marketing mix as it provides the functionality, which sets the basis for other Ps of the marketing mix. Product is the key to connecting with customers and further generating sales.

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