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    Universidad Nacional Autónoma de México Facultad de Química: Ingeniería Económica I

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    Uriel Oropeza
    The marketing mix is a marketing concept that combines all elements necessary for effective marketing actions and decisions. Originally, Neil Borden identified 12 elements that influence consumer decisions, which E. Jerome McCarthy later simplified into the well-known 4Ps of marketing: product, price, place, and promotion. The 4Ps model focuses on the product, pricing, distribution channels, and promotional activities. More recently, the 4Ps have been expanded to the 7Ps to better address services marketing, and new concepts like personalization, participation, and predictions are emerging in digital marketing.

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    Universidad Nacional Autónoma de México Facultad de Química: Ingeniería Económica I

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    Uriel Oropeza
    33 views10 pages
    The marketing mix is a marketing concept that combines all elements necessary for effective marketing actions and decisions. Originally, Neil Borden identified 12 elements that influence consumer decisions, which E. Jerome McCarthy later simplified into the well-known 4Ps of marketing: product, price, place, and promotion. The 4Ps model focuses on the product, pricing, distribution channels, and promotional activities. More recently, the 4Ps have been expanded to the 7Ps to better address services marketing, and new concepts like personalization, participation, and predictions are emerging in digital marketing.

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    Marketing-Mix (4)

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    The marketing mix is a marketing concept that combines all elements necessary for effective marketing actions and decisions. Originally, Neil Borden identified 12 elements that influence consumer decisions, which E. Jerome McCarthy later simplified into the well-known 4Ps of marketing: product, price, place, and promotion. The 4Ps model focuses on the product, pricing, distribution channels, and promotional activities. More recently, the 4Ps have been expanded to the 7Ps to better address services marketing, and new concepts like personalization, participation, and predictions are emerging in digital marketing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    33 views10 pages

    Universidad Nacional Autónoma de México Facultad de Química: Ingeniería Económica I

    Uploaded by

    Uriel Oropeza
    The marketing mix is a marketing concept that combines all elements necessary for effective marketing actions and decisions. Originally, Neil Borden identified 12 elements that influence consumer decisions, which E. Jerome McCarthy later simplified into the well-known 4Ps of marketing: product, price, place, and promotion. The 4Ps model focuses on the product, pricing, distribution channels, and promotional activities. More recently, the 4Ps have been expanded to the 7Ps to better address services marketing, and new concepts like personalization, participation, and predictions are emerging in digital marketing.

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    UNIVERSIDAD NACIONAL AUTÓNOMA

    DE MÉXICO

    Facultad de Química

    Ingeniería Económica I

    “MARKETING MIX”

    Uriel Oropeza Sánchez


    Model Definition
    The marketing mix is ​a marketing
    concept that brings together all the
    "tools" necessary to develop
    effective actions and decisions to
    ensure the success of a product,
    service, brand or logo in your
    market.
    Historic context

    12 elements that influenced He simplified those twelve


    consumer decisions: variables into 4 basic categories:

    1. The product design 1. Product


    2. The price 2. Price
    Neil Borden 3. The brand
    4. Distribution channels
    E. Jerome McCarthy 3. Place
    5. Personal selling (face to face) 4. Promotion
    6. Advertising
    7. Promotions
    8. The wrapper
    9. Advertising at the point of sale
    (APS)
    10. The service 4P's model
    11. The distribution
    12. The investigation
    4P´s
    Representation of 4 basic pillars of any marketing strategy.

    3.- Place.
    4.- Promotion. It refers to the distribution
    Messages and and logistics chain of the
    communication efforts in spaces that the product
    which the product is made must travel to the final
    known to the public. consumer.

    1.- Product.
    It is the main 2.- Price
    element around This variable is
    which all relevant for the
    marketing action consumer and
    revolves competitive for
    the market.
    Model Objectives
    Analyze the behavior of consumers and markets to generate actions that seek to
    retain customers.

    Product Price Place Promotion

    • Price types
    • Variety • Channels • Advertising
    • Discounts
    • Quality • Location • Personal sale
    • Design
    • Design • Coverage • RRSS (Social
    • Payment period
    • features • Investigation Networks)
    • Terms
    • Brand • Logistics • SEM (Search
    • Packaging Engine Marketing)
    Evolution of the model

    4P´s 4C´s

    Product focused Customer


    focused
    Internal focus
    External focus
    From 4P’s to 7P’s in service sector marketing

    ① ③
    ① ②

    ⑦ ④
    PLAZA
    ④ ③
    PLAZA
    ⑥ ⑤
    PERSO
    NAL
    The New 4P's of the Marketing Mix

    Personalization Participation Peer to Peer Predictions


    Marketing Digital

    New Tools
    quickness New Networks

    Opinion
    Videos
     ESIC Business & Marketing School, (2016). MARKETING MIX 4P en Español. Recuperado de:
    https://www.youtube.com/watch?time_continue=16&v=9_ETahm3PMM&feature=emb_logo
     Management Adda, (2019). What is Marketing Mix, 7P's of marketing. Recuperado de:
    https://www.youtube.com/watch?v=30wsxsZjEGs
     Investopedia (2019). The 4 P´s Recuperado de:
    https://www.youtube.com/watch?v=30wsxsZjEGs

    References
    1. Mau Santambrosio , (2013). Todo lo que debes saber sobre marketing en una semana. Barcelona, Grupo
    Planeta (GBS), pp 12-24. Recuperado de: https://books.google.com.mx
    2. Plurilingua Publishing, (2016). El marketing mix: Las 4Ps para aumentar sus ventas. Recuperado de:
    https://www.50minutos.es
    3. Marta Estaún, (2019). Qué es el Marketing Mix y sus variables: las 4P’s del marketing. Recuperado de:
    https://www.iebschool.com/blog/marketing-mix-marketing-digital/
    4. Cristhian Cañizales. Marketing Mix: Qué es y Cómo Aplicarlo. Recuperado de:
    https://www.genwords.com/blog/que-es-marketing-mix#Definicion_de_Marketing_Mix

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