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the nature of the Four Ps. “Product”
refers to developing the right
product or service for the target
market, whether it is a laundry
detergent, an accountancy service,
or a political party’s policy, and
also includes branding, packaging,
warranties, and anything else
related to the product offering.
“Place” refers to how the product
will get to the target market, so
it is available when and where it
is needed—in other words, the
channel of distribution and the
logistics of transportation, storage,
and handling. “Promotion” is
communication about the product
with the target market and others

in the distribution chain—public

relations, advertising, sales

promotions, and so on. “Price”

includes price-setting based on

competition within the market, the

cost of the entire marketing mix,

and what price level the customer

will accept. If price is rejected then

the marketer’s efforts are wasted.

An enduring formula

From the 1960s, the Four Ps became

the undisputed means by which

marketers made their strategic

decisions. The approach has become

an institution, mentioned in almost

every marketing textbook, and still

dominates management thinking.

MARKETING MIX

The Four Ps, key ingredients of the marketing
mix, need to be in careful balance with each other
and the mix as a whole. Alternative “ingredients”
have been proposed as necessary components of the
marketing mix, but the core Four Ps have endured.

PLACE

Decide how the product

will reach the market;

the channels of distribution;

methods of storage; handling

and transportation; and how

to emulate or differentiate

from the competition.

PROMOTION

Look at when and where

to reach the target

market; the optimum

medium (television, radio,

or press); and evaluate

the techniques

of competitors.

PRODUCT

Evaluate customer needs;

establish where and how the

product will be used; decide

on branding and packaging,

and how the product

will differ from others

in the market.

THE

MARKETING

MIX

PRICE

Set the price point

based on market

norms; perceived value

by the customer and

how sensitive they

are to price;

and competitors.

Other additions or alternative

mixes have been proposed, though

none has yet replaced McCarthy’s

original premise.

In the 1990s, for example,

advertising professor at the

University of North Carolina, Robert

Lauterborn, argued that the Four Ps

articulated the seller’s view rather

than the buyer’s view, and was

therefore outdated in the customer-

centered marketing of the late 20th

century. He reimagined the Four Ps

as the Four Cs: Customer solution,

Convenience, Communication,

and Customer cost.

Professors Jagdish Seth and

Rajendra Sisodia then posited

the Four As: Acceptability,

Affordability, Availability, and

Awareness. By 2005, academics

Chekitan Dev and Don Schultz

claimed that the Four Ps were no

longer relevant; that consumer

decisions were motivated by

emotion and a desire for value,

rather than for a specific product

to fill a need or a particular price

point. Other commentators have

also pushed for a framework more

applicable to e-commerce. On the

other hand, Carolyn Siegel, author

of Internet Marketing, states:

“Although many attempts have

been made to replace or expand the

Marketing mix is the

pack of four sets of variables,

namely product, price,

promotion, and place variables.

E. J. McCarthy