Definition of Marketing Mix

In the field of Marketing, the concept of Marketing Mix is used to designate those tools and variables available to the person in charge of the area to be able to specify the objectives proposed by the company in which they work.

It should be noted that the concept is due to Neil borden, who in 1950 popularized it by making a list that listed the twelve elements indispensable tasks, plus the tasks and issues on which the person in charge of the field of marketing. Some time later, such a list was shortened and the question was reduced to four essential elements, the four Ps: product (That tangible and intangible that is offered in the market to be commercialized and that normally satisfies the desire or need of the consumer), price (the amount of money stipulated by the exchange in question), square (where the product or service should be marketed) and promotion (implies the communication, the persuasion to the client, by the company to consume its products).

So, the marketing mix, also called, mix of marketing, commercial mix and commercial mix , is the strategy that is started when the company especially needs to get a greater number of clients.

The marketing mix will be concerned with achieving and increasing customer satisfaction, which as we know is indispensable so that the customer chooses the product again and also recommends it among their environment, therefore, To achieve this, you must resort to various principles and methods through the management of the four P.

Meanwhile, it is necessary to take into consideration that to succeed in the objective, the marketing mix must ensure that the elements are coherent with each other, that is, selling classic clothes in a clothing business aimed at teenagers who like precisely the opposite, of the colors showy, original and non-traditional mixes, will not be coherent and will directly undermine the commercial success that is sought.