This is a short video blog focusing on the history of the marketing mix. It’s objective is to demonstrate that the 4Ps and the extended marketing mix is only there to be used as a guide. We need to go right back to Professor Colliton’s premise that, as marketers we are all chefs, using a variety of business elements as the ingredients needed to create success.
We should also consider Borden’s original 12 elements:
- Product Planning,
- Pricing,
- Branding,
- Channels of Distribution,
- Personal selling,
- Advertising,
- Promotions,
- Packaging,
- Display,
- Servicing,
- Physical Handling,
- Fact-finding & analysis.
These are probably more relevant to marketers than the 4Ps or the Extended Mix because they are not limited to starting with a word beginning with P. Don’t take this as the ultimate list: there will be other words that may be more relevant to your industry. As an example ‘Evidence’ or as the Extended Marketing Mix call it, ‘Physical Evidence’: here a product produced in the pharmaceutical industry needs evidence of the efficacy of the said product before it can be launched. Other sectors like Travel and Tourism also find this important: many people these days will check sites like Trip Advisor before making a booking.
If you have found this interesting, you may also find the following articles useful:
Marketing – A Definition
The Marketing Mix Revisited.
Alan Shaw
Latest posts by Alan Shaw (see all)
- What is social listening and why it is an important tool for researchers? - July 31, 2021
- COVID-19 and Remote Learning: Experiences of parents supporting children with SEND during the pandemic. - June 30, 2021
- Using Netnography To Evaluate The Launch And Collapse Of The European Super League - April 21, 2021
- Developing Semi-Structured Interview Questions: An Inductive Approach. - April 9, 2020
- Developing Semi-Structured Interview Questions: A Deductive Approach - April 9, 2020