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:

1. Product: what a brand is selling
2. Price: what the product costs
3. Place: where customers can find the product
4. 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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Popularity of the term Marketing Mix

Concept related to Marketing Mix

• Customer insight
• Direct marketing
• Media mix

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