06-08-2016, 02:48 PM
Marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four Ps: price, product, promotion, and place.[1] In service marketing, however, the four Ps are expanded to the seven Psprocess,people , physical environment [2] or Seven Ps to address the different nature of services.
In the 1990s, the concept of four C's was introduced as a more customer-driven replacement of the four P's.[3] There are two theories based on four Cs: Lauterborn's four Cs (consumer, cost, communication, convenience), and Shimizu's four Cs (commodity, cost, communication, channel).
Marketing decisions generally fall into the following four controllable categories:
Product
Price
Promotion
Place
In the 1990s, the concept of four C's was introduced as a more customer-driven replacement of the four P's.[3] There are two theories based on four Cs: Lauterborn's four Cs (consumer, cost, communication, convenience), and Shimizu's four Cs (commodity, cost, communication, channel).
Marketing decisions generally fall into the following four controllable categories:
Product
Price
Promotion
Place
