{"id":44774,"date":"2017-05-14T13:17:47","date_gmt":"2017-05-14T17:17:47","guid":{"rendered":"https:\/\/challenge-action.com\/history-and-evolution-of-the-marketing-mix\/"},"modified":"2017-05-14T13:17:47","modified_gmt":"2017-05-14T17:17:47","slug":"history-and-evolution-of-the-marketing-mix","status":"publish","type":"post","link":"https:\/\/challenge-action.com\/en\/history-and-evolution-of-the-marketing-mix\/","title":{"rendered":"History and evolution of the marketing mix"},"content":{"rendered":"<p>We&#8217;ve learned that the marketing mix is made up of 4Ps and must be harmonized with the target, but we&#8217;re now seeing 5Ps, 7Ps and even 10Ps. Let&#8217;s take a look at the evolution, but also the redundancies and inconsistencies.<br \/>\nAs the P&#8217;s are derived from English, we&#8217;ll put the French equivalents beginning with a P.<\/p>\n<h2>4P<\/h2>\n<p>It&#8217;s the <a href=\"http:\/\/www.strategiemarketingpme.com\/strategies\/les-4p-du-marketing-marketing-mix-pme-produit-prix-place-promotion\/\" target=\"_blank\" rel=\"noopener noreferrer\">classic marketing mix<\/a> we learned in business school and still apply to our business: <\/p>\n<ul>\n<li>Product: this is what is sold to the customer, incorporating the physical product, but also what goes with it, i.e. the service.<\/li>\n<li>Price: must be in line with the product. There&#8217;s no point in selling a Rolex at a low price, as this would only devalue it or make people fear that it&#8217;s a copy.<\/li>\n<li>Place = set up, i.e. distribution channel and sale<\/li>\n<li>Advertising &#8211; Promotion: all push (promotion) and pull (advertising) marketing actions designed to increase product sales.<\/li>\n<\/ul>\n<h2>5P<\/h2>\n<ul>\n<li>People = people, i.e. customer service, but also the people who take care of them. The 5P has the merit of highlighting customer relations, but purists agree that it was included in the 4P&#8217;s notion of product. <\/li>\n<\/ul>\n<h2>7P<\/h2>\n<ul>\n<li>Process = procedure, i.e. interaction with the customer, the stages in the customer relationship and all the key points that can make a difference.<\/li>\n<li>Physical evidence = the contractual relationship with the customer, the tangible link we have with them. Some large companies have implemented a customer promise, a service charter that they respect, measure and communicate. <\/li>\n<\/ul>\n<h2>8P<\/h2>\n<ul>\n<li>Partnership = <a href=\"https:\/\/www.manager-go.com\/achats\/relation-client-fournisseur.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Partnership with the customer<\/a>. We go beyond the contractual notion to propose a win-win partnership with the customer. However, even if these partnerships are proposed and announced, we may well wonder whether the interests of a telephone company&#8217;s shareholders are the same as those of its consumers. Apart from the announcement effect, is there a real partnership between entities so powerful on the one hand and so weak on the other?   <\/li>\n<\/ul>\n<h2>9P<\/h2>\n<ul>\n<li>Permission: do we have the customer&#8217;s permission to solicit them? Consumers are becoming exasperated by the harassment they have to deal with: phone calls at home, recurring ads displayed on the Internet as soon as they&#8217;ve visited a site (remarketing), targeted ads on their Facebook. Some believe that the future is more about Pull than Push marketing. Basically, it&#8217;s better to appear at the top of search engines at the moment they want to make a purchase, than to harass them with paid advertising on social media.  <\/li>\n<\/ul>\n<h2>10P<\/h2>\n<ul>\n<li>Purple cow = the ability to be seen and to stand out in the ocean of information we have to deal with, especially on the Internet, it&#8217;s the art of<a href=\"https:\/\/challenge-action.com\/arriver-premieres-places-google\/\" target=\"_blank\" rel=\"noopener\">arriving in the first position of search engines<\/a>. Your website may be beautiful, but your tree, no matter how beautiful, is useless if it&#8217;s lost deep in the Amazon rainforest. Celebrities understand this and invent scandals to get themselves talked about and &#8230; to exist. That&#8217;s what we call creating buzz.   <\/li>\n<\/ul>\n<h2>In conclusion<\/h2>\n<p>Some see new P&#8217;s, like Passion and Power, each of which corresponds to a current trend, but the excess of P&#8217;s destroys the concept itself and the simplicity that was its strength. All the new P&#8217;s are simply variations on the original 4P&#8217;s. Of these new P&#8217;s, at least five are intended to characterize different, sometimes utopian, aspects of <a href=\"https:\/\/challenge-action.com\/formations\/service-a-la-clientele\/\">customer relations<\/a>.<br \/>\nClearly, web marketing will redefine a new marketing mix, but it will only modify the application of the major existing concepts.<br \/>\nTo keep the concept simple and effective, you need to stick to 5P&#8217;s or 6P&#8217;s at most, otherwise you destroy the concept itself.  <\/p>\n<p>Jean-Pierre Mercier<\/p>\n<p>All our <a href=\"https:\/\/challenge-action.com\/formation-vente\/\">sales training courses<\/a><br \/>\n<span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer; top: 26px; left: 420px;\">Register<\/span><br \/>\n<span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer; top: 26px; left: 420px;\">Register<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve learned that the marketing mix is made up of 4Ps and must be harmonized with the target, but we&#8217;re now seeing 5Ps, 7Ps and even 10Ps. Let&#8217;s take a look at the evolution, but also the redundancies and inconsistencies. As the P&#8217;s are derived from English, we&#8217;ll put the French equivalents beginning with a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19599,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-44774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>History and evolution of the marketing mix<\/title>\n<meta name=\"description\" content=\"Discover the different marketing mixes and the meaning of 4P, 5P, 6P, 7P, 8P, 9P and 10P.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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