Marketing mix

The marketing mix is the set of instruments through which a strategy is made real in the market, classically ordered as the four Ps: product, price, place and promotion, extended for services with people, processes and physical evidence. The mix is not a checklist but a coherence test: a premium brand with rock-bottom prices, or a convenience product available nowhere, contradicts itself. In practice promotion structurally gets too much attention because it is the most visible and quickly adjustable P, while product and distribution more often determine revenue and price is the only P that directly makes margin. Mix thinking is above all a discipline against one-sidedness.

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