Skip main navigation

Understanding the marketing mix

In this step the learner is introduced to the marketing mix and how it is used to identify target audience and promotion strategy.

Marketing is more than just advertising. Good marketing must be built upon a core message that resonates with the target consumer. To do this, you need an intimate understanding of your audience and their world view. Only then can you understand their needs and sell products that improve their lives. Businesses use certain tools to sell products. One of the well-known marketing tools is the marketing mix. In the 1960’s E. Jerome McCarthy, outlined how marketers can develop and execute a successful marketing mix. His framework is known as the 4Ps.

Since its creation, the 4Ps have been used by businesses to:

  • Develop their strengths and contain their weaknesses
  • Become more competitive and adaptable in the market
  • Improve profitable collaboration between departments and partners

Over time the elements in the marketing mix have undergone various transformations in response to new technologies and other changes in marketing best practice.

Although it is still known as the 4Ps, most models now include six elements. Let’s go through them.

This article is from the free online

Introduction to Marketing: Fundamentals of Marketing

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education