Marketing Mix (or commercial mix, marketing mix…) is a commercial strategy that is responsible for analyzing the internal aspects of a company. In it four variables are analyzed:

• Product or service.

• Price.

• Distribution.

• Promotion.

These four variables are also known as the 4Ps because the four variables in English are: product, price, place and promotion. The term is Anglo-Saxon although it is generally accepted.

Marketing Mix Variables

• Product: This variable encompasses all types of material objects and services. Both our own (those we commercialize directly) and those we use in a complementary way so that the product or service can be provided.

• Price: It is the consideration received in exchange for the product or service. This variable includes not only payment, but possible discounts, credits, surcharges, payment deferrals…

• Distribution: These are the necessary requirements to properly commercialize the product or service offered, from when it is created, through its storage, distribution, exhibition… until finally making it available to the customer.

• Promotion: Or also called “Communication”, is the way companies make their products or services known to the public and try to persuade them to acquire them instead of similar products that the competition may offer.

Promotion uses several tools to achieve its objectives. These are: personal selling, sales promotion, advertising, direct marketing and public relations.

Additional variables

Over time, the 4 original elements began to not be sufficient in certain sectors and 3 other elements were added:

• Personnel.

• Processes.

• Presentation.

We hope this information is very useful to you.