Marketing 4 Ps

What are the 4 Ps of Marketing?

• The 4 Ps are a "marketing mix" comprised of four key elements: product, price, place, and promotion.
• They are used when marketing a product or service to effectively market to a target audience.

History of the 4 Ps

• The 4 Ps were first formally conceptualized in 1960 by E. Jerome McCarthy in "Basic Marketing, A Managerial Approach".
• McCarthy's novel approach was influenced by the "marketing mix" concept popularized by Harvard Business School professor Neil B. Borden in the 1950s.
• Borden was influenced by a 1948 study written by James Culliton, which equated business executives to "artists" or "mixer[s] of ingredients".

Purpose of the 4 Ps

• The purpose of the 4 Ps is to "develop the 'right' product and make it available at the 'right' place with the 'right' promotion and at the 'right' price, to satisfy target consumers and still meet the objectives of the business".

The Four Ps of Marketing

Product

• The product is the good or service being marketed to the target audience.
• Successful products fill a need not currently being met in the marketplace or provide a novel customer experience that creates demand.

Key Characteristics of the 4 Ps

• The four Ps form a dynamic relationship with one another.
• Each element is considered equally important in crafting a strategic marketing plan.

Other Marketing Mixes

• Although the 4 Ps are the most common and foundational, there are many other "marketing mixes".
• Marketers and businesses consider these mixes when creating marketing plans and strategies.

Understand the 4 key elements of marketing: product, price, place, and promotion, and their role in effective marketing. Learn about the history of the 4 Ps, first conceptualized by E. Jerome McCarthy in 1960.