Marketing Mix, a term coined by Neil Borden, are the ingredients that combine to capture and promote a brand or product’s unique selling points, those that differentiate it from it’s competitors. The ideas behind Borden’s model were refined over the years until E. Jerome McCarthy reduced them to 4 elements called “The Four Ps.” This proposed classification has been used by marketing companies, branding agencies and web design companies throughout the world.
We have developed a dedicated marketing process often used with our Cleveland web design and marketing clients. As a part of this process, we incorporate the four Ps through a series of questions designed to help define each brand’s marketing mix. Here are just a few of the questions we use:
Of course the list we use is more complete, but we hope the few questions listed above can give you a good starting point in understanding the four Ps.
We hope this quick overview of the 4 Ps of marketing provides some insight into a critical aspect of successfully taking a product or service to market. Clearly defining product, price, place and time must all be considered when developing a marketing strategy for any product or brand. Whether dealing with a startup or an established business, balancing these four elements is critical to marketers working hard to position a particular product or brand in the marketplace.