‘’The marketing mix is the name which has been given to the main demand influencing which are accessible to a business’’ (Christopher and McDonald). To make this easier the marketing mix is segmented into four elements which are known as the 4P.These elements consist of Price, Product, Place and Promotion; each element combines together effectively in order to satisfy the customers’ needs and demands in the target market. It was E J McCarthy (1964) who often referred to as the Marketing Mix as the ‘4Ps’. Whereas Kent (1989) would call the 4Ps as the “Holy quadruple of the marketing faith written in the tablets of stone”. The 4Ps being referred to as the ‘Holy quadruple’ indicates that the 4Ps are the marketing mix’s holy grail as it has made
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It was a study done by Ahmed and Rafiq who had dismissed the idea of the 4Ps due to dissatisfaction in the concept (Moodle 2015). Leading on from Ahmed and Rafiq critique on the 4Ps, Booms and Bitners had said that the 4Ps needed to be extended into the 7Ps because it didn’t include other vital elements in marketing such as physical evidence and process ( 'Using The 7Ps As A Generic Marketing Mix: Using The 7Ps As A Generic Marketing Mix: Marketing Intelligence & Planning: Vol 13, No 9 '). By having all 7Ps rather than 4Ps it helps a business to make sure that they have thought about everything when it comes to marketing their product effectively. Other critics that have rejected the 4Ps have said that the whole concept is discarding because it leaves room for failure because if one element fails then the whole thing will fail.
This assignment introduces a new product and how the marketing mix will be a useful tool of analysis. The product proposed for this essay is a fizzy drink which already exists in the market but mostly in Malaysia. The overall idea is to bring it over to the UK by using the marketing mix. It can only be founded in Chinese supermarkets around the UK as well as China Town in London. By using the marketing mix the company who produces the product want their drink to be placed in normal supermarkets
It was a study done by Ahmed and Rafiq who had dismissed the idea of the 4Ps due to dissatisfaction in the concept (Moodle 2015). Leading on from Ahmed and Rafiq critique on the 4Ps, Booms and Bitners had said that the 4Ps needed to be extended into the 7Ps because it didn’t include other vital elements in marketing such as physical evidence and process ( 'Using The 7Ps As A Generic Marketing Mix: Using The 7Ps As A Generic Marketing Mix: Marketing Intelligence & Planning: Vol 13, No 9 '). By having all 7Ps rather than 4Ps it helps a business to make sure that they have thought about everything when it comes to marketing their product effectively. Other critics that have rejected the 4Ps have said that the whole concept is discarding because it leaves room for failure because if one element fails then the whole thing will fail.
This assignment introduces a new product and how the marketing mix will be a useful tool of analysis. The product proposed for this essay is a fizzy drink which already exists in the market but mostly in Malaysia. The overall idea is to bring it over to the UK by using the marketing mix. It can only be founded in Chinese supermarkets around the UK as well as China Town in London. By using the marketing mix the company who produces the product want their drink to be placed in normal supermarkets