Marketing - The "Four P's"
It was Phillip Kotler, by the year 1970 in his classic book, Marketing Management, who provides the structure of the marketing mix consisting of the so-called four Ps: Product, Price, Place and Promotion. Since that date has been taking the four Ps, as a dogma.
More than a marketing scholar has noted that a careful analysis of the four classic elements lead us to determine which in turn are made up of many sub components. That depending on the product in question, and the penetration it seeks to make the market. Although the four Ps have been and will continue to be an easy way to teach and remind the backbone on which the marketing, there are those who have challenged this scheme, making changes and additions.
This is one of Majar Simon, who in his book Marketing said: "It is likely that the model of the four Ps of the marketing mix has gained acceptance thanks to their elegance, rather than its validity in any situation. Unfortunately, what is gained in simplicity has been sacrificed in terms of universal relevance. It's easy to find examples of marketing programs that do not conform to the model of the four Ps. Therefore, it is important to emphasize at the outset that this model has no validity universal.
The theory underlying the concept of the four Ps is that, if one achieves the right product at the right price to promoting appropriate and best placed in the square, the marketing program will be effective and successful.
However, one must keep in mind that each of the four Ps could be broken down into many sub components. "This means that for this author is not sufficient to think only in the four Ps, but that" it is necessary to identify significant sub components behind the marketing strategy of the company.
A few simple examples of mixtures of several marketing companies will help illustrate the point. "Examples noted that several companies defined their own items, not based on the classical concept.
A company of manufacturer and distributor of cosmetic stated that its mix of marketing component is known as the seven Ps and A: Product, Package, Price, Promotion, Personalize Sales, Advertising, physical distribution and Political Cartoons.
Another manufacturer of automotive parts including Product, Quality, Value, Price (just in time) and Sale, as elements of their marketing mix. In truth, as marketing is an art and not an exact science, in each case should apply the approach that best suits the specific needs of the company in question. Generalizations are not valid in marketing.
There are no situations that are exactly equal, nor the same company or products. Nor can they be the same space and time in which they offer products or services. Well, the answer is simply that are necessary for each product or business, handling the circumstances under which the product is promoted.
