The elements of the model are:
1. customer needs and wants- the needs and requirements of the buyer;
2. Cost to the customer- buyer's costs;
3. communication- information exchange;
4. Convenience- convenience.
Obviously, in this concept, consumer preferences are highlighted as a priority. Moreover, this priority applies to all stages of the production process and the sale of goods or services without exception. However, the traditional 4P marketing mix also prioritizes consumer preferences. When developing a "product", "price", "promotion" and "distribution channels" marketing research, consumer expectations are studied. And even more than that - when developing a marketing mix, not only consumer preferences are taken into account, but also competitors, suppliers, contact audiences. And finally, consumer management is simply not possible, since this element external environment not subject to direct control.

Model SIVA

This alternative marketing mix model was proposed by Chekitan S.Dev and Don E. Schultz in the Jan/Feb 2005 issue of Marketing Management. This is, in essence, the same "4P" model, only from the "reverse" side - as if through the eyes of the buyer. In this model, each of the elements of the classical formula "4P" is associated with an element of the "SIVA" model

Product -> Solution
Promotion -> Information (Information)
Price > Value
Distribution-> Access

The four elements of the SIVA model are:
Solution: How appropriate is the solution to the problem/satisfaction of the customer's needs.
Information: Do buyers know about the decision, and if so, from whom do they get information sufficient to make a purchase decision?
Value: Does the buyer know the value of the operation, what costs he will incur, what benefits, what they can sacrifice, what will be the reward?
Access A: Where the buyer can find a solution. Is it easy for them to buy it, close or far, and take delivery.

History of the marketing mix

Approximately in the 1940s. there are first attempts to systematize marketing tools. In one of the publications James Culliton (Culliton, J. 1948) there is a new term "marketing mix" (marketing complex) with the idea that a marketing solution is something like a recipe. In 1953, the term "marketing mix" is used in one of the documents of the American Marketing Association ( Neil H. Borden). Around the end of the 50s. Neil Borden uses a 12-element model in this capacity: product planning, pricing, branding, distribution channels, personal selling, advertising, promotion, packaging, demos, service, physical properties, search for facts and their analysis. Albert W. Frey in 1961 proposed the idea that marketing variables should be divided into two main groups: the first constitutes the offer (product, packaging, brand, price, service), and the second - methods and tools (distribution channels, advertising, personal selling, sales promotion and PR ).

In 1964 Jerry McCarthy proposed a 4P model - a marketing mix of such elements as product, price, distribution (place) and promotion. Ironically (or far-sighted intent of the author?) in McCarthy's concept, all four elements of the marketing mix begin with the letter "P". The result is the aptly simple name for the concept, "4Ps," which is largely due to which the concept is so widely known (thus providing an exemplary example of the practical application of marketing). McCarthy's "4P" concept was first published in 1965 in the article "The Concept of the Marketing Mix" by Neil Boden. Of the many schemes proposed to date, only the McCarthy classification has become truly generally accepted.

In 1981 B. Booms and J. Bitner (Bitner, J. and Booms, B.), developing the concept of marketing in the service sector, proposed to supplement the marketing mix with three additional "P": people, process and physical proof of the fact of the provision of services.

In 1990, professor at the University of North Carolina Bob Lauterborn spoke at the conference outlining the main ideas of the "4C" model.

In 2005 Ch.Dev and D.Schultz (Chekitan S.Dev and Don E. Schultz) proposed the SIVA model, reflecting consumer perceptions of the elements of the classic "4P" model. In the same year, in his publication O. Otlakan (Otilia Otlacan) proposed the 2P+2C+3S model

Comparative table of the main models of the marketing mix

Model	English transcript	Russian transcript	Note
4P	Product, Price, Place, Promotion	Product, Price, Distribution/Place, Promotion	Jerry McCarthy, 1964
4P+1S	Product, Price, Place, Promotion, Service	Product, Price, Distribution/Place, Promotion, Service
5p	Product, Price, Place, Promotion, Personnel	Product, Price, Distribution/Location, Promotion, Personnel
	Product, Price, Place, Promotion, Package	Product, Price, Distribution/Location, Promotion, Packaging
	Product, Price, Place, Promotion, Publicity	Product, Price, Distribution/Place, Promotion, Public Relations
5P+1S	Product, Price, Place, Promotion, Personnel, Service	Product, Price, Distribution/Location, Promotion, Personnel, Service
6p	Product, Price, Place, Promotion, Personnel, Publicity	Product, Price, Distribution/Location, Promotion, Staff, PR
7P	Product, Price, Place, Promotion, People, Process, Physical Evidence	Product, Price, Distribution/Place, Promotion, People, Process, Physical Attribute	B. Booms and J. Bitner (Bitner, J. and Booms, B.), 1981
10p	Product, Price, Place, Promotion, People, Personnel, Package, Purchase, Probe, Public Relations	Product, Price, Distribution/Place, Promotion, People, Staff, Purchase, Trial, PR
12p	Product, Price, Place, Promotion, PR, People, Personnel, Process, Package, Purchase, Physical Premises, Profit	Product, Price, Distribution/Place, Promotion, Public Relations, People, Personnel, Process, Packaging, Purchase, Environment, Profit
4C	Customer needs and wants, Cost to the customer, Communication, Convenience	Buyer's wants and needs, Buyer's costs, Information exchange, Convenience	Bob Lauterborn, 1990
4A	Acceptability, Affordability, Availability, Awareness	Acceptability, Purchaseability, Availability, Awareness
4E	Ethics, Esthetics, Emotions, Eternities	Ethics, Aesthetics, Emotions, Devotion	"Humanistic Marketing Model"
SIVA	Solution, Information, Value, Access	Solution, Information, Value, Access	Ch.Dev and D.Schultz (Chekitan S.Dev and Don E. Schultz), 2005
2P+2C+3S	Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion	Personalization, Privacy, Customer Service, Community, Website, Security, Promotion	Complex email marketing(e-marketing), Otilia Otlacan, 2005

Classical marketing mix: concept, constituent elements

As you know, strategic operational plans production and marketing activities of the enterprise is the marketing department of the organization. These plans, in addition to forecasts of market conditions, medium-term and short-term goals, should include the strategy and tactics of the enterprise's behavior in the market, its product, price, marketing policy, as well as the policy of promotional events or communication policy.

Since only A complex approach can contribute to the success of the company, then marketing services in their operational activities often use the classic marketing mix - otherwise the "marketing mix".

Classical marketing mix (marketing mix) is a set of marketing tools controlled by parameters marketing activities, manipulating which marketers are trying to best solve the marketing tasks in the selected market segment.

The marketing mix usually includes the following elements: :

• product - goods or service (definition of assortment, specifications, quality level, design and packaging, service, etc.);
• price (determination of the cost, profit margin, perceived value of the product by the consumer, optimal price, possible discounts, etc.);
• bringing the product to the consumer (selection of distribution channels, intermediaries, outlets and etc.);
• product promotion (advertising, sales promotion, organization of public relations and personal sales).

Such structuring of the marketing mix fits into the concept of "4P" : "product" (product), "price" (price), "place" (place of sale), "promotion" (promotion). In accordance with this concept, the company, as part of its marketing activities, develops and implements a product (commodity), price, marketing and communication policy. At the same time, in the process of implementation, the company can change the parameters of the marketing mix in order to most effective impact to the consumer market within the available opportunities and their understanding of the role of marketing.

All elements of the marketing mix are interconnected. So, for example, the quality of the product and its functionality largely determine the price charged, since each consumer evaluates the purchased product according to the “price-effectiveness” criterion, comparing the purchase price with the benefits and efficiency that the purchased product will provide him.

As competition became more complex, other elements beginning with the letter P began to be included in the marketing mix (concepts "5P", "6P", "7P", "9P"). So, for example, elements such as “People” (people) are added to the marketing mix in the service sector - sales personnel, consumers, important consumer groups (VIP clients), “Process” (process) - the process of interaction between the company and the consumer.

Note that the expansion of the concept of "marketing mix" is often criticized. Opponents believe that with an increase in the number of elements in the marketing mix, the very principle of its formation may be violated and additional elements will cease to be tools for managing marketing activities.

In addition, additional elements may already be part of one of the four "P" (for example, "Package" - packaging - is part of the "product", "Personal" is included as a personnel component in all four elements of the marketing mix, moreover, is a managerial, and not a marketing component of the company's activities).

About the main core of the theory and practice of marketing is - the marketing mix. Commodity, price, sales and communication marketing policy are the four main elements of the marketing mix.

The marketing mix also serves as a good basis for building a marketing plan. To do this, it is enough to analyze the activities of the enterprise for each of the components.

With the study of buyers, identifying their motives and needs, marketing begins, the purpose of which is to sell products and satisfy the identified needs. The main core of any marketing activity in the market is the marketing mix.

Marketing mix- a set of tools used in marketing to influence consumer demand. It includes four basic elements of marketing, they are called "elements of the marketing mix".

Other names are also used for the concept of "marketing mix" - "marketing mix", "marketing mix", "4P concept".

The first element of marketing - Product

The product element includes the following components:

- The actual product - a set of properties of a product, service or idea that is offered for sale. And here it is not so important what quality characteristics the product has. It is much more important what needs of buyers and how effectively it can satisfy.

Example: obsolete, but technologically advanced Olivetti typewriter, inferior to the most primitive computer.

- Trademark - a symbol of a company or product, positioned in the minds of consumers. In marketing, this is an artificially created stereotype of product perception, but not approved in any way. statutory ok logo.

Example: differences in consumer perception of the 1990s of the trademarks of Pierre Cardin and the Bolshevichka factory.

- Package - a means of stimulating buyers and contractors. In marketing, packaging is considered not so much as a means of ensuring the safety of goods, but as an additional incentive for the consumer to make a purchasing decision, a carrier of targeted appeal.

- Services - benefits or amenities offered for sale or provided in connection with the sale of goods. Here we are talking about either services as such (transport, consulting, repairs, etc.), or services provided in connection with the sale of goods, but not directly related to it.

Examples: a free shopping bag or free parking at a store.

- Warranty - the degree of conformity of the product to its purpose. The buyer, purchasing the goods, counts on its consumer properties. If expectations are not met, the brand ceases to be popular.

Example: the Scarlett kettle needs to boil water and last long enough, not just the 30 day warranty.

- Service maintenance - Warranty service that satisfies consumers. In marketing, this is primarily a means of maintaining the brand image and fighting for consumer preferences, rather than solving organizational repair issues.

Example: Samsung and LG Corporation products, unlike Sony Corporation products, provide a three-year free service.

The Second Element of Marketing - Price

The price element includes the following components:

- Pricing - activities related to the establishment of the price of goods. not carried out randomly. There are rules here: expensive goods require large promotion costs, and the price of cheap goods itself is an incentive to buy. Much in pricing also depends on the degree of segment saturation of the market, the activities of competitors and on the subjective perception of goods by consumers.

- A discount - Reducing the asking price of a product in order to stimulate sales. The general principle here is that the "cloak" comes first, and then the discount. In any case, the seller is guided by base price, below which he is not ready to sell, and the buyer - at the perceived price that he sees on the price tag. The main disadvantage of discounts is that buyers quickly get used to discounts, taking them for granted.

The third element of marketing - Sales

The element "sales", or "distribution" (English place), includes two components.

- Sales channels (merchandising, distribution) - the path that the product takes from the supplier to end user. The length of the channels is determined by the number of intermediaries on the way of the goods from the supplier to the consumer. Distribution channels usually correspond to individual segments of the consumer market. The task of marketing is to select, organize and monitor the effectiveness (throughput) of distribution channels.

Example: beer can be sold in wholesale markets, specialty department stores and through restaurants.

- Sales process - the actual movement of goods from the place of production to the place of consumption. This includes the terms of the contract: duration (one-time deal or long-term contract), delivery (self-pickup or supplier’s transport), payment (prepayment, deferred payment, consignment), lot size, delivery method (container, mail car, van, air), etc. e. The task of marketing is to optimally coordinate the interests of all participants in the distribution channels in order to achieve the maximum economic effect. The sales process is usually referred to as marketing logistics.

The Fourth Element of Marketing - Communication

The element of "communication", or "promotion" (English promotion), includes the following components.

- Advertising non-personal promotion of a product or service paid for by the seller. Marketing is not all Advertising activity in general, but only the process of advertising promotion of goods on the market. The main thing here is not advertising production technologies, but how it affects the sales of goods. Marketing deals with market analysis when developing an advertising campaign, its planning and monitoring of effectiveness.

- Personal (direct) selling - sale of goods through personal communication between the seller and buyers. At a minimum, this implies a level of customer service (providing information about the properties and benefits of the product, etc.). As a maximum, this is what we do not quite correctly call network marketing(food additives, cosmetics). The task of marketing is information support customer interaction process.

- Propaganda - activities aimed at creating a favorable image of the company or brand. The main difference between propaganda and advertising in marketing is that propaganda is aimed at promoting the image of the company, and advertising is aimed at promoting the image of the product. In general, propaganda (PR, publicity, public relations) involves the use of techniques that are not subject to the Law of the Russian Federation "On Advertising" (promotions, press conferences, sponsorship, etc.).

- Sales promotion - any other activity aimed at stimulating the work of personnel and contractors. This includes measures of moral and material incentives that increase the interest of participants in the distribution system in the results of sales. These can be bonuses, free vouchers and a Board of Honor for sales personnel or a competition for the best dealer” for counterparties.

The marketing mix is ​​the core on which the theory and practice of marketing are built. Its four elements form the basis for four types of marketing policy: commodity, price, marketing and communication. And at the same time, the marketing mix is ​​the simplest algorithm for developing a marketing plan. It is enough to analyze the activities of the company for each of its components, and most of the problems will find their solution.

There is an ingrained belief that marketing is aimed at increasing the sale of goods. This is not entirely true.

The main goal of marketing

The main goal of marketing is to ensure the predictability of results market activity enterprises, minimizing the uncertainty and risk associated with the acquisition, production or sale of goods.

To achieve the main goal of marketing is used strategic approach, within which the following tasks are solved:

• Linking current profitability with the solution of long-term tasks;
• Forecasting future market changes;
• Alternative distribution of resources in priority areas.

The formulation of the goals and objectives of marketing activities, the fulfillment of the conditions for its implementation allow us to start marketing planning.

Marketing planning

Marketing planning implies the presence of two types of complementary documents: a marketing plan and a marketing program.

marketing plan

A marketing plan is a document that defines marketing goals, objectives and main strategies for promoting products in the consumer market. It is advisory in nature and is included in the general plan of the enterprise along with financial, production and other plans.

Marketing Program

The marketing program concretizes and is a document that defines who, what, when, where and how he does and for what he is personally responsible to the management.

Marketing planning involves choice strategies And tactics marketing activities.

Marketing strategy- this is a set of goals and objectives of marketing to increase the competitiveness of sales through the definition of the main parameters of the proposal on the market.

For example, if marketing is tasked with bringing a new product to the market, then the strategy will be associated with ensuring the uniqueness of the product in the eyes of consumers in one or more elements of the marketing mix (features, price, distribution and promotion). Accordingly, it will include product, price, marketing and communication strategies for promoting the product.

Marketing tactics is a set of measures aimed at ensuring the competitiveness of sales in the current market demand.

The development of marketing tactics implies temporal, quantitative or qualitative criteria for evaluating its effectiveness.

Any marketing plan is focused on maximum adaptation to market conditions and is adjusted depending on changing market conditions.

The most "advanced" firms consider marketing plans as a prototype and basis of the general plan.

Marketing planning involves the implementation of a number of fundamental principles:

1. Rolling scheduling principle- provides for the adjustment of planned indicators depending on changes in market conditions. For example, a plan can be drawn up for 2-3 years, but adjustments are made annually as needed. Therefore, the marketing plans include the so-called financial and resource pillows - reserve funds in case of unforeseen circumstances;
2. The principle of multivariance- development of several options for a marketing plan at once (usually two options - the worst and the best). The optimal plan provides for the timely achievement of planned indicators. The worst is drawn up in case the planned activities “do not work” and you have to play back. If the indicators are much better than planned, then you will have to radically rebuild the entire work of the company;
3. Principle of differentiation- Reorientation of marketing towards service certain categories clients selected on any basis. The fact is that goods (works, services) cannot suit absolutely all consumers at once. The differences of potential buyers are always too great (habits, lifestyle, needs, interests, etc.).

It should be understood that marketing is inextricably linked not only with the sale of products, but also with its production. The tasks of marketing include determining the characteristics of the product and the scale of production, as well as analyzing the possible prospects for marketing products.

In other words, marketing decisions precede production and investment decisions.

Thus, modern marketing includes activities aimed at the production of products in demand and bringing all the resources of the company into line with the characteristics of the market for maximum profit.

Candidate of Economics, Senior Lecturer at the Department of Economics, Organization and commercial activity» Abramova L. A.

student of the group SPKO-301 of the department "Economics, organization and commercial activity" Mayasova Anna Alekseevna

Volga region State University service, Russia

The traditional concept of the marketing mix: elements of formation and direction of development

The concept of "complex marketing" was first scientifically fixed in 1964 by a professor at the Harvard Business School N. Borden. However, its origins go back to the distant 40s of the last century, when D. Kalliton first applied the so-called "prescription approach" to the study of marketing costs. The seller was defined by him as "the compiler of the marketing program from the ingredients", since it is he who plans the competition strategy, at the same time being a manager who is able to integrate all the components into the marketing mix.

In domestic and foreign literature, there are many definitions of the marketing mix. Some of them are presented in table 1.

Table 1

Approaches to the definition of the concept of "marketing mix"

A source	Definition of the term "marketing mix"
N. Borden	The marketing mix is ​​a set of factors by which a firm influences the demand for its product.
	The marketing mix is ​​a proportional balance of efforts, a combination of activities, design intent and the integration of marketing elements into a program or “complex”, which, based on an assessment of market forces, will most contribute to the enterprise in achieving its goals and objectives at a given time.
	Marketing mix - a set of basic components: product, price, methods of distribution and methods of stimulation.
J. McCarthy	Marketing mix - a set of marketing tools, a certain structure of which provides a solution to marketing problems in the target market.
	The marketing mix is ​​the set of controllable marketing variables that a company uses to best meet the needs of target markets and adapt to possible environmental disturbances.
F. Kotler	The marketing mix is ​​a set of controllable marketing variables that a firm uses together to elicit a desired response from the entire market.
E. P. Golubkov	The marketing mix is ​​a set of controllable parameters of marketing activity, by manipulating which the management of the organization tries to satisfy the needs of market segments in the best possible way.
T. A. Tultaev	The marketing mix is ​​a strategy for small and medium-sized firms that uses a combination of the elements of marketing that are most accessible to them.
A. N. Azrilyan	Marketing mix - a set of controllable marketing factors used by a firm to achieve its goals
M. I. Sokolova	Marketing complex - a set of measures to influence the market or adapt the company's activities to the market situation, as well as timely and flexible response to its changes
A.P. Mishchenko	The marketing complex is a set of interrelated elements controlled and changed by the enterprise depending on the state of the external environment to meet the needs of a particular market or part of it.
N. I. Pertsovsky	Marketing mix - a set of marketing (means) tools that provide an impact on certain objects of management of the target market
A. I. Balabanova	The marketing mix is ​​a set of controllable marketing tools that the company uses to get the desired reaction from the target market.

Currently, the most common definition of the marketing complex is that it is characterized as a set of controllable factors aimed at the occurrence of predictable and desired responses of a certain market segment. That is, these are the activities that a particular enterprise is able to carry out in order to promote its product on the market.

We concretize the concept of the marketing complex as follows: the marketing complex is a set of measures to influence the market or adapt the enterprise to the market situation, as well as timely and flexible response to its changes in order to ensure sustainable competitive advantages of the enterprise, gaining strong market positions.

In 1960, J. McCarthy synthesized the marketing mix from such elements as product, price, distribution and promotion, creating the “4P” model - the most reasonable concept, according to which the marketing mix consists of 4 elements (Fig. 1).

On fig. 1 clearly reflects that the marketing mix is ​​aimed at the target market of the enterprise. The impact on the target market occurs with the help of four elements: price, product, distribution, promotion (4P).

Fig.1. The traditional marketing mix concept

The success of the marketing mix concept in its traditional form, which includes four controllable variables that can be influenced by the enterprise, is predetermined by two factors:

1. The simplicity and clarity of the model, combined with its convenience for use in marketing activities;

2. A beautiful and easy-to-remember name of the proposed theory is 4P (because in English language all the mentioned variables start with the letter P - product, price, place, promotion).

These success factors set the direction in which the researchers tried to develop the concept of the marketing mix (Table 2).

table 2

Systematization of marketing mix models

		English transcript	Russian transcript	Application area
J. McCarthy		Place, Promotion	Product, Price, Place, Promotion	Marketing in the sphere of production and circulation of goods
F. Kotler		Product, Price, Place, Promotion, Personnel	Product, Price, Place, Promotion, Personnel
		Product, Price, Place, Promotion, Package	Product, Price, Place, Promotion, Packaging
		Product, Price, Place, Promotion, Publicity	Product, Price, Place, Promotion, Public Relations
N. Borden		Product, Price, Place, Promotion, PR, People, Personnel, Process, Package, Purchase, Physical Premises, Profit	Product, Price, Place, Promotion, Public Relations, People, Staff, Process, Packaging, Purchase, Environment, Profit
B. Loteborn		Customer needs and wants, Cost to the customer, Communication, Convenience	Buyer's wants and needs, Buyer's costs, Information exchange, Convenience
Booms and Bitner		Product, Price, Place, Promotion, People, Process, Physical evidence	Product, Price, Place, Promotion, (Manufacturers, suppliers, sellers), Service delivery processes; Physical characteristics.	Service Marketing
R. Jatkins		Product, Price, Place, Promotion, People, Personnel, Package, Purchase, Probe, Public Relations	Product, Price, Distribution/Place, Promotion, People, Staff, Purchase, Trial, PR	Service Marketing

In our opinion, most of the new proposals to improve the traditional concept of the marketing mix fit into one of two basic models:

1) “P is greater than 4”: in this case, we are talking about the inclusion of additional variables in the 4P scheme, starting (in the English version) with the letter P, which, according to the developers, allows us to more fully describe the factors affecting the interaction between the company and the consumer ;

2) "4 but not P": four new variables are proposed instead of the traditional ones, also beginning with the same letter (but not with P). This approach does not imply an addition to the classic marketing mix, but a radical rethinking of it.

Most of the developments proposed within the framework of the models presented in Table 2 did not gain popularity among specialists. Attempts to develop the marketing mix concept in the direction of increasing the number of P (models 5P, 7P, 10P, etc. are known) are described in more detail in table 2.

Theorists and practitioners in the field of marketing have long been trying to understand the meaning of research in the desire to find suitable English words, starting with a letter. And there is good reason for this, since the proposed additions to the 4P model most often look unreasonable. For example, an attempt to include packaging as a separate factor in this model raises a logical question about the independence of this factor - traditionally it is considered as an integral part of the product. The validity of including other factors is also questionable. For example, public relations, considered as a separate variable in some models, is unlikely to deserve an independent status, since they are part of the promotion (promotion).

As for the second way of developing approaches to the marketing mix - “4, but not P”, - the models proposed within its framework also cannot be considered as variants of the marketing mix. They are not an independent set of variables, the management of which allows achieving the desired quality of interaction with the consumer, but rather, some additional “add-ons” to the classic marketing mix, which should not be used separately, but only in conjunction with the traditional marketing mix. As an example, the most successful model proposed in this direction, namely 4C. It allows you to look at the classic marketing mix (4P) through the eyes of the buyer (table 3).

Table 3

Comparison of 4P and 4C models

Thus, the study allows us to formulate three important conclusions:

1. The variables included in the classic marketing mix (4P) are not simple, but complex, that is, they can be broken down into separate components.

2. In the event that an enterprise can influence these components, and consumer behavior, in turn, strongly depends on the values ​​of these components, they can be included in the marketing mix as separate independent variables.

3. The traditional (classic) marketing mix is ​​the most convenient model that needs not to be radically updated and improved, but adapted to the specifics of a particular market or type of enterprise activity.

Literature:

1. Bezrukova T. L., Busarina Yu. V. The concept of a marketing model of relationships with consumers - "3p-3c" in the management system in the furniture market // Modern economy: problems and solutions. - 2011. - No. 9. - S. 45-53.

2. Golubkov E. P. On some aspects of the concept of marketing and its terminology // Marketing in Russia and abroad. - 1999. - No. 6.

3. Doyle P. Marketing management and strategies. SPb.: Peter. - 2003. - 544 p.

4. Zozulya D. M. Formation of the mechanism sustainable development business economics based on engineering marketing. Abstract for the competition uch. step. cand. economy Sciences. Rostov-on-Don: Moscow State Technical University "MAMI", 2010.

5. Kotler F., Armstrong G., Wong V., Saunders J. Fundamentals of marketing. Moscow: I.D. Williams." - 2012. - 752 p.

6. Kotlyarov I. D. Marketing complex: an attempt at critical analysis // Modern studies of social problems (electronic Science Magazine) - №4(12). – 2012.

Marketing mix (marketing mix) is a basic element of any business planning. This complex is quite simple and comprehensive in use, it is a kind of test result used for the purpose of fruitful distribution of the enterprise product on the market.

Thanks to transparency, the marketing mix can be used by anyone who does not have a special level of knowledge in this area. Since its inception, the marketing mix complex included 4 elements (4P), which, in the process of development, moved into the 5P and 7P marketing model.

History of the development of the marketing mix

For the first time the concept of the marketing mix (marketing mix) appeared in the monograph by Nel Borden in 1964. The purpose of this article was to describe all the marketing tools involved in the development of a set of marketing activities to promote the manufacturer's product. In creating this definition, Borden was assisted by James Culliton, who was his partner. In the definition of a marketer, James provided an unusual but correct comparison, where he was called a "mixer of the right elements."

First option marketing mix (marketing mix) includes many components - pricing, advertising, promotional activities, service, creation trading product, personal implementations and much more. After some time, all the elements were grouped into a 4P marketing mix, making them accessible for perception and quick response.

The marketing model consists of certain product parameters that are controlled and developed by the marketer for the productive movement of products on the market. The goal of the marketing mix is ​​to develop a strategy that increases the considered value of the product and increases the income of the enterprise.

Marketing mix "4P"

It is known that since the beginning of its existence marketing mix (marketing mix) had 4 elements:

• product (product)
• price (price)
• place (place of sale)
• promotion (product promotion)

Marketing complex "4 Pi"

Product as part of the 4P marketing mix

One of the basic components of the marketing model is "Product" A product that a manufacturer can offer to consumers. good product always based on the underlying market needs.

To implement marketing actions at the “Product” stage, it is necessary to express:

• The symbolism of the brand, which consists of a name, emblem, brand name.
• Product display is the main features of products and services.
• Appropriate product quality. The quality of products is determined by consumer perception.
• The appearance of the product, part of which are the style, design, packaging.
• Variability or range of products.
• Help and quality of service.

Price as part of the 4P marketing mix

Price- this is an important element of the marketing mix, responsible for the final income from the sale of products. The level of cost is determined by the consumer value of products, competitive prices, the cost of the product and the desired level of income.

At the "Price" level, the following conditions must be met:

• Determination of the cost of goods when they appear on the market.
• final consumer value. It is necessary to take into account the price of the enterprise with the expected use value. This is especially necessary if the company is not the last link in the distribution chain.
• Determining the price at different stages of implementation, different suppliers have different price levels.
• Batch formation of prices, which provides for the distribution of several items of goods at a time at a special price.
• Seasonal discounts and promotions.
• Advertising activities.
• Price discrimination.

Place of sale as part of the 4P marketing mix

The point of sale guarantees the popularity of the product among consumers and means that the product must be on the market. That is, the place of sale of goods determines the way the company's product is promoted.

The main points in the model "Place of sale":

• Proposed places of sale of goods.
• Possible options sale of goods.
• Types of product implementation.
• Terms of sale of production.
• Product layout.
• Inventory control and delivery arrangements.

Physical goods are sold mainly in hypermarkets, supermarkets, grocery stores, markets and specialized stores.

Product promotion as part of the 4P marketing mix

"Product promotion" is a marketing element that is presented in the form of advertising, promotion at points of sale, direct marketing, and so on.

The solutions of the "Promotion" strategy are:

• Way to promote products.
• Target value of knowledge, use of the brand in the consumer market.
• Taking part in special events.
• Ways to communicate with consumers.

According to the degree of increasing competition, the marketing mix (marketing mix) was transformed into 5P and 7P models. Additional elements were added to the main elements of marketing-max: “People”, “Process”, “Physical environment”.