The original marketing mix definition came from a man called “Neil Borden”. He used the term to refer to the unique ingredients that he felt were crucial to promoting a brand and helping it to stand out from its competitors. Over the years, experts explored concepts behind Borden’s model until E. Jerome McCarthy used them to make the “Four P’s” of branding. Today, there are at least 7 commonly accepted pillars, and some companies take that development even further.

The 4C’s model is the other side of the coin for the 4 P’s marketing mix. While the “P’s” are more business-oriented, approaching branding from the side of the seller, the “C’s”, are buyer-oriented, examining the perspective of the customer.

Whether you use the four C’s, the 7 P’s, or a combination of both, choosing the right marketing mix is all about considering the choices available to you as a company when it comes to branding and promotion. marketing mix is a unique collection of marketing tools, resources, and understandings used to satisfy your goals as a company, and your customers. Some consumers even call the marketing mix “the business offering”, because it helps them to see the full collection of strategies that exists behind a brand.

Developing a successful marketing mix for a company requires a lot of market research and experimentation. There are lots of different methods to use, and many factors to think about, from the needs of your customers, to your own personal goals. Ultimately, finding the right marketing communications mix is crucial, because business doesn’t operate in a vacuum. All companies and brands rely on the needs and wants of their customers. By consider the various components of the marketing mix, companies can learn more about how to promote their services and products effectively.

Question to Consider: 

1. What is the marketing mix, and how does it fit with your brand strategy?