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Marketing Mix Definition

Marketing Definitions

08 Oct 2019 • 1 min read •

Austin Shong

What is Marketing Mix?

Marketing mix definition: marketing mix refers to the combination of factors a brand can manipulate to effectively reach its target audience.

Marketing mix was a term first used by Jerome McCarthy in 1960s. It outlined the four factors that a brand can control – also known as the “4Ps” – that are integral to marketing:

  1. Product: what a brand is selling
  2. Price: what the product costs
  3. Place: where customers can find the product
  4. Promotion: how the product is targeted to customers

For example…

  • Product: Apple MacBook Pro
  • Price: $1500
  • Place: Apple store, Best Buy, Amazon
  • Promotion: TV ads

Each of these forms a foundational aspect of marketing. A brand’s product needs to be good, correctly priced, easy to find, and targeted to the right audience.

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