The Marketing Mix

The marketing mix is a well-established conceptual framework that helps marketers to plan their approach to each market. At worst, it provides a checklist of decisions which marketers must make.

At best, marketers integrate, or mix, these decisions together and allocate their resources accordingly. In this chapter we examine how the mix applies today.

Online developments affect every aspect of business, every aspect of marketing and every aspect of the marketing mix. So do we have to throw out the old marketing mix concept or can it still be applied? Is a radical remix needed?

Structure and learning objectives

This shows the main parts of the marketing mix we discuss - 4Ps or 7Ps.

• 2.1 Introduction. Identify the different elements of the marketing mix and where they fit into the e-marketing plan.
• 2.2 What is the marketing mix?. Appreciate the many different approaches to the marketing mix?
• 2.3 Beyond the marketing mix?. Identify the marketing skills required to take you beyond the mix.
• 2.4 Product. Assess the full potential of extending any product online.
• 2.5 Price. Review your pricing and consider some dynamic pricing models.
• 2.6 Place. Identify the online distribution issues and challenges.
• 2.7 Promotion.Discuss the problems and opportunities of the online communications mix.
• 2.8 People Analyse why online service requires a delicate balance of people and automation.
• 2.9 Processes. List the components of process and understand the need to integrate them into a system.
• 2.10 Physical evidence. Identify the digital components that give ‘evidence’ to customers and check that your web site has them.
• 2.11 An extra P. So much of marketing today is based on strategic partnerships partnerships, marketing marriages and alliances that we have added this ‘P’ in as a vital ingredient in today’s marketing mix.

Most recent articles related to the markeing mix

This page lists my latest articles on recent developments in the marketing mix..

• Latest developments related to the marketing mix

Links for Chapter 2 - Remix

• Bized Marketing Mix page. Some in-depth articles on different aspects of the marketing mix and UK case studies.
• Bizrate. An example of an online shopping comparison site
• Chevrolets User generated advertisements article. Frank is a journalist for Wired Magazine, so there are a range of articles related to innovation in the marketing mix.
• Chris Andersons Long Tail blog. In-depth blog by the Author of the long tail which relates to the Product element of the marketing mix.
• CIM 10 minute guide to the Marketing Mix. A fairly detailed introduction to the marketing mix with further links.
• E Digital Research. E Digital Research provides mystery shopping services in the UK.
• Introduction to the Marketing Mix. The Times 100 - a student and teacher business studies resource centre has a basic introduction to the marketing mix.
• New Media Age Awards. Has awards in innovation across different business sectors.
• PaidContent. Discusses the economics and revenue models for online publishing.
• WordSpy. Introduces the latest marketing and business buzzwords.