Home » Videos » What is the marketing mix?

What is the marketing mix?

Management Dictionary
Digital Transformation, Entrepreneurship, Governance, Higher Management Education, History of Management, International Management, Marketing, Sales and Communication, Organizational Theory, Prospective, Public Management, Strategic Management

0 views

Every company develops its marketing strategy based on at least four international values: Product, Price, Promotion, and Place. This framework is called the marketing mix, or the 4Ps of marketing. The concept of the 4Ps has evolved and is now represented by the 7Ps, which include People, Packaging, and Process. Following each of these steps allows all companies offering a product or service to create the foundation of their marketing strategy and effectively reach their target audience.

Links & resources

Keywords

4C, 4P, 7P, communication, marketing, Marketing mix

Author(s)

AUBRUN Frédéric

Enseignant-chercheur

INSEEC-U

JAUFFRET Marie-Nathalie

Teacher

INSEEC-U

Institution(s)

Video(s) of the same institution(s)

With the back-to-back letter of credit, the exporter has a payment instrument that is both flexible and secure, allowing for better capital optimization while guaranteeing the confidentiality of their subcontracting....

02:39

What are back-to-back letters of credit?

BESANGER Serge - INSEEC-U

Management Dictionary

Co-branding refers to a partnership between brands to enhance a joint communication or marketing campaign. The co-branding process typically begins with an analysis of the target audience, which must be the same for each brand. Next comes the formalization of the partnership agreement, which outlines how each company will promote...

03:09

What is co-branding?

AUBRUN Frédéric - INSEEC-U | JAUFFRET Marie-Nathalie - INSEEC-U

Management Dictionary

Phygital is the union of the physical and digital worlds. In the case of brand activation, the consumer has a unique and memorable experience to create a connection with the brand that is trying to win them over; phygital more specifically offers an experience that connects the customer to a...

02:04

What is phygital?

AUBRUN Frédéric - INSEEC-U | JAUFFRET Marie-Nathalie - INSEEC-U

Management Dictionary

Videos of the same thematic(s)

The social desirability effect, which reveals individuals' propensity to present a socially favorable image, is a common bias in self-assessments, compromising the validity of measurements. Particularly pronounced for sensitive individuals, it can skew data. Scales have been developed to measure this effect, but they do not guarantee its absence. To...

02:45

What is social desirability?

DESTOUMIEUX Ludivine - Excelia Business School

Management Dictionary

The mere-exposure effect, a cognitive bias, manifests as an improvement in feelings toward a person or object through repeated exposure. For example, the repetition of a piece of music may initially elicit indifference, but over time, through repeated listening, we begin to appreciate it. The mere fact of having already...

02:42

What is the mere exposure effect?

DESTOUMIEUX Ludivine - Excelia Business School

Management Dictionary

When an entrepreneur innovates, they can protect their creations through intellectual property (IP) rights, which grant exclusive rights of use and commercialization. IP is divided into two branches: literary and artistic property (copyright and related rights), which protects original works, and industrial property (patents, designs, trademarks, etc.), which protects inventions...

02:46

What is intellectual property?

BRUNNER Pauline

Management Dictionary

Digital Transformation

Entrepreneurship

Higher Management Education

History of Management

International Management

Marketing, Sales and Communication

Organizational Theory

Public Management

Strategic Management

Subscribe to FNEGE MEDIAS channel

This site is registered on wpml.org as a development site. Switch to a production site key to remove this banner.