Marketing Mix: The Essential 4Ps and 7Ps

Putting the right product in the right location at the right time and price is the foundation of marketing. That’s what you’ll do in the marketing mix. It sounds so easy. But there will be a lot of effort to figure out what people want and where they shop. The next step is to determine how to make the product at a cost that is valuable to them and to coordinate everything to happen at the crucial moment.

And what will happen if you miss just one detail? The truth is, it may go wrong. You might lose your business to a competitor. By using the marketing mix, you’ll gain more insights about your target market, how to sell your products or services, and many other things. In this article, we’ll talk about it. Keep reading until you finish!

What Is A Marketing Mix?

According to Investopedia, a marketing mix is a collection of tools that can be combined to form a comprehensive strategy and comprise several areas of concentration. The phrase refers to a classification that originally consisted of the four Ps (product, pricing, placement, and promotion) but has now been expanded to include the 4Ps (product, price, promotion, place, people, packaging, and process).

As a component of an all-encompassing marketing strategy, a marketing mix encompasses many areas of emphasis. Instead of focusing solely on one message, effective marketing touches on a variety of topics. 

This makes it easier to connect with more people, and by remembering the four Ps, marketing professionals are better able to keep their attention on the important things. When releasing new products or updating current ones, firms can make more strategic decisions by concentrating on the marketing mix.

But now, the marketing mix consists of the 7Ps. The three other additions are people, packaging, and process. Let’s continue our reading to find out more, shall we?

Why You Should Use Marketing Mix

Did you know that E. Jerome McCarthy created the 4Ps in the marketing mix in 1960? Originally, the 4Ps were created when businesses only focused on selling their products instead of giving their customers the best services. But since times are changing, the way businesses market their products and/or services is also changing.

That’s why there are three additions to the 4Ps. Today, when you want to analyze competition strategies, the best tool to use is the marketing mix. This tool can assist any business in reviewing and defining important factors that have an impact on the marketing of their goods and services. The 7Ps framework for the digital marketing mix is another name for the widely used marketing model known as the marketing mix.

The 4Ps and 7Ps

Marketing Mix: The Essential 4Ps and 7Ps
Marketing Mix: The Essential 4Ps and 7Ps

As mentioned before, it used to be 4Ps only, but now it’s changed to 7Ps. But it doesn’t mean that the 4Ps can’t be used anymore. The three additions complete the whole marketing mix. So here’s an explanation of them all:

Read more: 10 Best Supply Chain Management Software 2023


The first P is the product. It’s about a product or service created to meet the requirements and desires of customers. Finding the features that set a product or service apart from rivals is crucial for successful marketing. It’s crucial to ascertain whether it can be promoted in conjunction with other goods or services.

One thing is all that matters to our customers: what your product or service can do for them. As a result, make making your product the best it can be a priority, and optimizing your product lines as necessary. This strategy is referred to as “product-led marketing.” Product considerations in a marketing mix cover every facet of the offering you’re making.

And you have to consider a few things when you think about the products. Such as design, quality, features, options, packaging, and position in the market. 


How much do you want to put on your products and/or services? The product’s sale price indicates the price that customers are willing to pay for it. You can set your price based on the perceived quality or worth of your product among customers.

You can also set your price higher than your competitor’s, but remember to give the best quality. If you want to set the same price, then the customers won’t see any qualities in your products. And if you want to set it low, you can reach budget-conscious customers.


The kind of products sold should be taken into account while choosing distribution zones. Daily-need products are frequently easily accessible in numerous stores. However, high-end consumer goods are usually restricted to a small number of outlets.

Where will your product be sold? The same market research that helped you decide on your product and price can help you decide on your placement, which goes beyond actual locations. You can also place your products online to meet customers.


Promotions are a combination of marketing campaigns. Advertising, sales promotion, personal selling, and public relations are only a few possible activities. The budget designated for the marketing mix is an important factor. When seeking to reach their target audience, marketing professionals carefully craft a message that frequently integrates elements from the other three Ps. Determining the most effective means of communication and making choices regarding communication frequency are both crucial.

The component of the marketing mix that the public is most aware of is promotion. Advertising on television and in print, content marketing, coupons or set-aside discounts, digital strategies, social media tactics, email marketing, display ads, marketing communication, search engine marketing, public relations, and more are all included.

The thing is, these promotional channels work together to form an omnichannel approach that unifies the consumer base’s experience throughout the whole marketing mix.


The fifth P in the marketing mix is people. It’s about the way your business connects with customers. So make sure you hire the best talent at all levels. “People” refers to anyone who interacts with your customers, even indirectly. Employees play a significant role in the public’s opinion of your business, which the marketing mix may either strengthen or weaken.

Packaging or Physical Evidence

In an overcrowded market, a company’s packaging draws in new customers and highlights value for devoted followers. Along with store design, atmosphere, and signage, the focus of physical evidence is typically product packaging. A store’s general appeal to customers is increased by having an appealing front, appealing colors, and clear signs.

The proof of physical evidence that could lead to potential buyers for online sales will be product packaging and website design. Both elements will affect how they evaluate the caliber of your brand and your goods.


And the last P is process. Give processes that affect the customer experience a higher priority. Your workers can carry out your operations more efficiently, the more precise and well-defined they are. Your team will be more accessible to serve consumers if they aren’t preoccupied with following procedures, which will result in more memorable and intimate interactions.

Workflow and business processes have an impact on the user experience, making them an important component of a modern marketing mix. The fulfillment of orders and client interactions are both governed by the process. The marketing message and tools required will probably alter whether a company concentrates on standardizing one popular product or on modifying and personalizing the sales process.

The user experience and how simple it is for your customers to find what they need and finish the transaction are also related to the process. It is crucial for internet sales in particular. Customers are less likely to return if selecting the proper item and completing the checkout process are challenging.

How To Use the Marketing Mix in Your Business

Marketing Mix: The Essential 4Ps and 7Ps
Marketing Mix: The Essential 4Ps and 7Ps

You can use the model to select how to introduce a new offer to the market. It can also be used to evaluate your current marketing plan. The stages listed below will assist you in defining and enhancing your marketing mix, whether you are thinking about a new or current offer.

Read more: Marketing Business: Definition, 4 Ps, And Its Types

The 4Ps are a crucial strategic tool that small organizations can use to choose their scope, even if they are sometimes considered outdated. Using the Business Model Canvas for a marketing strategy is a terrific alternative for businesses currently examining price and revenue models because it provides a clear framework to adhere to.

Meanwhile, you can use the 7Ps concept to set your goal and do a SWOT analysis and competitive analysis. It’s a useful framework for assessing an existing company and considering relevant strategies while analyzing the components of the marketing mix.


A marketing mix is important for a company’s short- and long-term sales strategies. Businesses rely on this strategy to direct market research, pinpoint the most important principles, and choose the most profitable goods. 

Focusing on several marketing tools enables your company to be adaptable when responding to consumer purchasing behavior. A key component of your brand identification that enables you to stand out from the competition or appeal to new consumers is your marketing mix. Hope it’s useful!

Shirley c.w

My name is Shirley CW,- SEO Content Writer, Social Media Officer || Freelance Content Writer, Content Editor & Translator.

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