Marketing Mix – Four Ps for Effective Marketing

Marketing refers to various acts that a business undertakes in order to advertise the sale or purchasing of a certain product, service, or item. In modern times, marketing has become a very important aspect of business life. In recent years, the New York Times has defined it as “the only weapon that business people have in their arsenal to keep their companies competitive.” As marketing, as well as advertising, evolved over the years, it came to comprise more than just mere communication; it also included packaging, sales promotion, and public relations.

In today’s age, marketing has grown into a massive industry that encompasses all facets of business activity. Traditional marketing, which was mostly about mass marketing, has been gradually replaced by internet marketing, primarily because of the low costs involved. This method is also very convenient since the target audience is usually global and can reach the audience from anywhere in the world. Companies need not invest in expensive print media, such as newspapers, magazines, and billboards in order to advertise. The internet has provided companies with the means to reach a wider target audience through the means of television, radio, and billboard ads. In addition, this type of marketing has become less costly than traditional forms.

Internet marketing has four main elements, namely search engine optimization (SEO), search engine marketing (SEM), paid search marketing (PSM), and content marketing. SEO is one of the most important aspects of the entire marketing process. It is the process of optimizing the website so that it would be eligible for a favorable ranking on search engine results. The keywords used should be those most relevant to the company’s products and services, and the chosen keywords must be very specific and highly optimized.

SEM, on the other hand, is a form of internet marketing that focuses on creating interest between the advertisers and prospective customers. The main objective here is to generate sales leads. Content marketing, on the other hand, involves creating and distributing written materials such as blogs, articles, press releases, newsletters, and the like. In order to increase traffic and convert the potential customer into a buyer, content marketing is necessary. It is another form of relationship marketing.

Advertising is another fundamental aspect of marketing. Advertising, in the simplest sense, refers to the creation of communication among willing sellers and willing buyers. Advertising helps a business to achieve its marketing goal by convincing the consumers to buy a particular product or service. For an advertising campaign to be successful, the message sent out should be consistent with what the consumers will expect. The marketing mix, meanwhile, refers to the mix of different advertising techniques used to reach the intended audience. It can be general advertising or more specific marketing, depending on what kind of product and service a certain product is meant to serve.

Selling concept is what motivates modern marketing. It is what brings the seller and the buyer together. In marketing messages, the selling concept takes the form of a proposition that outlines what the seller has to offer the buyer, what the buyer needs to purchase in order to satisfy his/her needs, and how the seller will satisfy these needs. Selling concepts can be general or very specific. General selling concepts usually correspond to the marketing message that informs the target audience of what they need and what they can expect from a particular product.

Marketers use these four Ps to sell their products and services. Ps. are the four major marketing messages, which all have four separate functions. The four Ps are: the message concept, the selling concept, the marketing mix, and the awareness needed by the target audience.

The message concept is what informs the target audience of what they need and what they can do in order to get what they need. Selling concepts are what connects the seller to the target audience. The marketing mix is what gives the seller the ability to fulfill the demand of the marketer. Lastly, the awareness needed by the audience constitutes both the awareness needed by the marketer as well as the ability to satisfy the demand. With the four Ps, marketing is made easier and more effective.