What is Marketing Mix?
Marketing mix definition: marketing mix refers to the combination of factors a brand can manipulate to effectively reach its target audience.
Marketing mix was a term first used by Jerome McCarthy in 1960s. It outlined the four factors that a brand can control – also known as the “4Ps” – that are integral to marketing:
- Product: what a brand is selling
- Price: what the product costs
- Place: where customers can find the product
- Promotion: how the product is targeted to customers
For example…
- Product: Apple MacBook Pro
- Price: $1500
- Place: Apple store, Best Buy, Amazon
- Promotion: TV ads
Each of these forms a foundational aspect of marketing. A brand’s product needs to be good, correctly priced, easy to find, and targeted to the right audience.
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Additional resources about Marketing Mix
- What the Marketing Mix Is and Why It’s Important
- What is the 7Ps Marketing Mix and how should it be used?
- Understanding the Marketing Mix Concept – 4Ps
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