What Is the Marketing Mix? How to Use the 4 Ps of Marketing

By Thomas Bennett Financial expert at Priceva
Published on March 30, 2023
Whatever product your business offers to customers, marketing is an integral part of development. This is a complex process that comprises several basic pillars: product, place, and other elements that together constitute a so-called ‘marketing mix’. This guide explains what a marketing mix is and what parts it consists of, and provides examples. When you’re done reading, you will be able to compare various types of marketing mixes and decide which one would be suitable for your brand.

Marketing Mix Definition

As a component of an all-encompassing strategy, a marketing mix is intended to tackle different aspects of retailers’ businesses. The term frequently alludes to the classification known as the four Ps, which originally stood for product, pricing, placement, and promotion.

Instead of focusing on just one message, effective marketing touches on a variety of topics. This makes it easier to connect with more people, and by considering the four Ps, marketing experts are better able to keep their attention on the things that are truly important. When releasing new goods or updating current ones, companies can make more strategic decisions by concentrating on the marketing mix.

Understanding the Marketing Mix

Every marketing mix is a combination of crucial aspects. For example, the 4 Ps of marketing are product, price, placement, and promotion.


Think carefully about what you're offering while tangible developing your product. Is it a particular item? A service, perhaps? Your product might be an item, an internet application, or a service like housekeeping. Indeed, the product is whatever you are selling. Product considerations in a marketing mix cover every facet of the offering you're making. This comprises:

  • Design
  • Quality
  • Features
  • Options
  • Packaging
  • Market positioning

Consider your brand messaging, the services you provide, and even your packaging. Think of what problem your product addresses for your clients as you define it. Think about the ways that your product differs from those of the competition. What characteristics make your product special? Knowing your product inside and out will help you advertise it effectively.


A pricing model is based on several variables. For example, brands may:

  • Charge a greater price for a product than competitors to give the idea that it is a higher-quality product.
  • Price a product similarly to competitors, then highlight qualities or advantages that competing companies don't offer.
  • Price a product less than rivals to stand out in a crowded market or draw in budget-conscious customers.
  • Prepare to increase the price after the brand is well-known, or decrease it to emphasize the benefit of a new model.
  • Increase the basic price to increase the attraction of bundles or promotions.

When it comes to pricing, you should take into account the amount you'll charge customers for your goods or services. Obviously, you want to make a profit. You should consider how much customers are willing to pay, as well as what your competitors are asking for the same good or service, when developing your pricing strategy.

Consider using discounts or deals in your marketing as another option, but don’t forget about perception while choosing your pricing. Do you want to be regarded in your niche as a cheap option? Or maybe you're a luxury brand and your price is a little bit more than your competitors’. Remember that an SaaS product price differs slightly from product pricing for physical goods. In any case, your product's pricing will have a significant influence on the language you choose to sell it.


When it comes to placement, this may refer to the actual site of your business, but it may also be interpreted as any location where you sell your goods, including the Internet. The location is where you promote and sell your products.

Your placement, which goes beyond physical locations, will be informed by the same market research that guided your selections about your products and prices. Here are some factors to take into account regarding location:

  • Where are consumers going to look for your product?
  • Should they hold it in their hands while doing so?
  • Would marketing to clients directly from your own e-commerce website increase sales, or will people search for you on external marketplaces?
  • Do you prefer dealing with consumers directly during the buying process, or do you prefer a third party to handle customer support issues?

Keep in mind that not every location is appropriate for every product. For example, it wouldn't make sense to promote your goods on TikTok if seniors were your target demographic. It's crucial to pick the appropriate places for your product's marketing and to meet your customers where they are.

Consider the distribution options and platforms you may employ to market your goods. Think of how to sell your goods through all the channels that are appropriate for your business.


The component of the marketing mix that the public is most aware of is promotion. Advertising on television and in print, content marketing, coupons or set-aside discounts, digital strategies, social media tactics, email marketing, display ads, marketing communication, search engine marketing, public relations, and more are all included.

These promotional channels work together to provide an omnichannel approach that unifies the consumer base's experience throughout the whole marketing mix. For instance:

  • A client uses their phone to check pricing and read reviews after seeing an in-store offer.
  • They look at the company's website, which highlights the distinctive quality of the goods.
  • Reviews of products and services can be found on reputable review websites.
  • Once the buyer purchases the item, you use marketing automation to send them a thank-you email.

Promotion is the major point of marketing, so when you have devised a product concept, think about how to promote and advertise your goods. Aside from advertising, you need to take care of lead generating tactics, brand awareness, and brand message. It is crucial to keep communication in mind when it comes to advertising. What messages will be meaningful to your target audience? What is the greatest way to market your goods to them? Consider where, when, and how you'll advertise your business.

What Are Some Examples of the Marketing Mix 4Ps?

Now that we described the 4Ps, let us illustrate them with real-life examples.

Product example

Marketing automation software is a typical digital product. It helps companies attract the correct audience, convert more website visits into buyers, and execute full-scale inbound marketing campaigns on one robust, user-friendly platform.

This product is intended for a certain target audience: marketers who struggle to manage too much data and are forced to adopt difficult-to-use IT solutions that actually make their jobs more difficult. On a single, user-friendly platform, a Marketing Hub provides tools for blogging, SEO, social network management, email marketing, and ad tracking.

Price example

When distributing the above-mentioned software as a product, companies can use several pricing models, such as:

  • Flat Subscription. This model is straightforward: one item, one cost. For instance, Basecamp charges $99 a month for all of its features and unlimited seats.
  • Per-user payments. Each user has access to the complete product for a fixed fee. Many software providers are strong supporters of this business model. The simplicity of per-user payments is a major benefit.

Place example

Software can be distributed on the provider’s website and partners’ stores. Mobile versions are usually featured on PlayMarket and AppStore. Depending on the type of product and target audience, companies can sell via brick-and-mortar stores, websites and marketplaces, and so on.

Promotion example

Automation software helps digital companies optimize their business infrastructure, so it would be logical to advertise on business-related platforms. Organic acquisition would be the primary emphasis of our inbound marketing approach. Software could be promoted through the following media:

  • Facebook and LinkedIn
  • Software hubs
  • Review websites
  • YouTube
  • Bloggers

Alternative marketing mix models

There are different classifications of marketing mix models depending on the number of key elements.

The five Ps

Product, pricing, place, promotion, and people make up the five Ps marketing strategy.

The five Ps are more often used now than the four Ps because they put the experiences of consumers and employees at the heart of the marketing process. Common factors to take into account include customers’ actions, their interactions with the product, and their level of happiness with the company overall.

The seven Ps

Product, pricing, place, promotion, people, procedures, and physical evidence make up the seven Ps marketing strategy.

The seven Ps are an expansion of the five Ps, taking into account both the physical proof that the target market needs to see in order to become consumers, and the procedures that characterize the customer experience. Physical evidence might include websites or retail displays that assist the target customers in visualizing themselves using the product. Processes may entail the particular customer service procedures that characterize a product.

The five Cs

The five Cs stand for customer, company, competition, collaborations, and climate.

The five Cs have many of the same concerns as the four and five Ps in certain ways, but they place more of an emphasis on external variables, including potential external partnerships and competitive research.

Moreover, "customer" refers to the target market and the customer experience, whereas "climate" refers to the social, political, and economic backdrop around the market. In contrast, "company" refers to the organization's position and its resources in the marketing process.

How to rethink your current marketing mix?

Rethinking your current marketing mix is essential for adapting to changing market dynamics and ensuring your business remains competitive. The marketing mix, traditionally comprising the 4 Ps (Product, Price, Place, Promotion), has evolved to include additional elements like People, Process, and Physical evidence, especially relevant in today's digital-first environment. To update your strategy, start by re-evaluating each element of your marketing mix to ensure they align with your target audience's current needs and preferences.

Product or Service
Consider whether your offerings still meet the needs of your target market. Gather feedback from customers and conduct market research to identify potential improvements or new features that could enhance value.

Analyze your pricing strategy in the context of the current economic environment, competitor pricing, and consumer expectations. Adjusting your prices or offering new pricing models might be necessary to stay competitive.

Place (Distribution Channels)
With the rise of digital marketing, rethinking your distribution channels is crucial. Integrating online stores with physical retail, leveraging social media platforms for sales, and exploring new e-commerce platforms can expand your market reach.

Update your promotional activities to include a mix of traditional and digital marketing strategies. Utilize search engine marketing, social media marketing, and targeted sales promotions to engage with your target audience on platforms they frequent.

Extended Elements:
  • People: Ensure your team understands the updated marketing mix and can deliver consistent marketing messages and customer service.
  • Process: Streamline processes for purchasing, customer support, and feedback to enhance the customer experience.
  • Physical Evidence: For services, consider how you can improve the tangible aspects of your service delivery to enhance perceived value.

Incorporating customer feedback, market research, and the latest trends in digital marketing into your marketing plan will help you develop a successful marketing mix. Focus on creating a good marketing mix that resonates with your target customer, effectively markets your product or service, and builds customer loyalty. Remember, a flexible and adaptable approach to your marketing mix can significantly impact your business's ability to attract and retain customers in a competitive market.

The takeaway

A marketing mix is a great guideline for planning and developing a promotional campaign, no matter what you sell. These components serve as rules that enable retailers to thoroughly cover all aspects of brand outreach. Keep in mind that the aspects addressed by these promotional frameworks do not include branding concerns.

The components of these recommendations combine an effective framework for the development of a whole marketing strategy.

Create your marketing mix and include it in your list of marketing requirements. Consider how each component of your marketing mix interacts with the others as you construct it to provide your customers a consistent brand experience, from the user experience to the perception of your product's worth.

Price is an essential component of any marketing mix, and when you’re building a strategy, make sure to consider your competitors’ rates. It will help you come up with optimal rates. There’s no need to manually monitor your rivals’ product pages – automate this process with the help of Priceva’s price comparison tool. It will track the market and provide you with reports and repricing recommendations.


What are the types of marketing mix?

Every business can use its own marketing mix depending on the niche, type of product, audience, and other variables. The most common types of marketing mix include:

  • Product Mix
  • Product Progression and Product Life Cycle
  • Market Coverage Mix (aka Positioning Mix)
  • Service Mix
  • Marketing Program Mix (or Promotional Mix)
  • Channel Mix/Vertical Integration
  • Global Marketing Mix (or International Marketing Mix)

What is a digital marketing mix?

A digital marketing mix is a method of approaching a marketing plan that offers a balanced combination of several media outlets. A blend of several digital channels, such as social media, emails, websites, and podcasts, is referred to as a "mix". This is particularly relevant for businesses that sell online.

What is the difference between marketing and promotion?

In essence, marketing focuses on bringing a product in front of potential clients and raising their level of awareness. Promotions are the last stage of marketing since they provide customers the incentive they need to buy. Overall, marketing vs. promotion is about awareness vs. conversion.

What is the 7Ps of marketing mix?

The 7Ps of the marketing mix are an extension of the original 4Ps concept, designed to provide a more comprehensive framework for marketing strategy. They include Product, Price, Place, Promotion, People, Process, and Physical Evidence. This extended marketing mix allows businesses to delve deeper into the management of their marketing efforts, ensuring they meet the needs of their target audience more effectively. By considering these additional elements, companies can enhance customer experience, streamline service delivery, and adapt their strategies to the digital marketing landscape, ensuring a successful marketing mix.

Which of the 4Ps is most important?

Determining the most important of the 4Ps (Product, Price, Place, Promotion) depends largely on the industry context, target market, and specific business goals. However, Product is often considered fundamental because, without a product or service that meets the target customer's needs and preferences, price strategy, distribution channels, and promotional efforts may not effectively market the offering. Essentially, the product serves as the foundation upon which the other Ps are built, guiding the strategic direction of price, place, and promotion.

Why is marketing mix important?

The marketing mix is crucial because it provides a strategic framework to approach the market effectively and meet the needs of the target audience. It helps businesses to craft offers that have competitive advantage by carefully considering each aspect of the product or service, how it is priced, where it is available, and how it is promoted. A good marketing mix not only aligns with the company's overall objectives but also resonates with the target market, driving sales and building customer loyalty. By adjusting the marketing mix elements in response to market feedback or changes in the business environment, companies can maintain relevance and continue to achieve their marketing goals.

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