Marketing-mix Concept

Marketing-mix (or 4 P’s Model) is referent to the definition of the main variables of marketing action and that traditionally are grouped in four big groups: product policy, price policy, communication policy and distribution policy. These four policy groups are also known as the 4 P’s, initials of the English terms Product, Price, Promotion and Placement.

Despite being grouped in four kinds of distinct actions, there is a high level of interdependence among these policies for that these cannot be established alone. In fact, in spite of existing marketing-mix variables with greater significance to achieve competitive advantages should exist a full integration and coherence among the different policies otherwise it can compromise the desired goals effectiveness.

Beyond the coherence worries among the different marketing-mix variables, this should be drawn not only according and coherent with the markets’ characteristics, but also with the desired positioning and with the development goals and strategies.

 

 

Translated from Portuguese by Susana Saraiva, Portuguese-English and English-Portuguese translation specialist. Contact: spams@sapo.pt.