Marketing Mix

Name : Pietrika W. G. Kailola
Class : 4EA09
NPM : 15212670

Marketing mix 
Marketing Mix can be defined as a set of variables that can be controlled are used by the company to pursue a desired level of sales in the target market "or in other words 4P is a combination of marketing variables which are internal factors that are in the range that can be controlled by the company.

The process in the fulfillment of human needs and desires that is the marketing concept . Starting from the fulfillment of the product (product ) , pricing ( price) , delivery ( place) , and promote their goods (promotion ) . Someone who works in the marketing of so-called marketers . The marketer should have knowledge in the concepts and principles of marketing that marketing activities can be achieved in accordance with the needs and desires of humans, especially the target consumers.

Marketing Mix 4P is a tool that can be used to influence the decisions of prospective customers or customers resulting in achievement of targeted marketing . Why say 4P ? 4P is actually a fourth element that must be possessed in the principle of the marketing mix. The four principles are: product , price, promotion and place .

Product 
A product is seen as an item that satisfies what a consumer demands. It is a tangible good or an intangible service. Tangible products are those that have an independent physical existence. Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. A less obvious but ubiquitous mass-produced service is a computer operating system. 
Every product is subject to a life-cycle including a growth phase followed by a maturity phase and finally an eventual period of decline as sales fall. Marketers must do careful research on how long the life cycle of the product they are marketing is likely to be and focus their attention on different challenges that arise as the product moves.
The marketer must also consider the product mix. Marketers can expand the current product mix by increasing a certain product line's depth or by increasing the number of product lines. Marketers should consider how to position the product, how to exploit the brand, how to exploit the company's resources and how to configure the product mix so that each product complements the other. The marketer must also consider product development strategies.
Price
The amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy and, depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix.[3] 
When setting a price, the marketer must be aware of the customer perceived value for the product. Three basic pricing strategies are: market skimming pricing, market penetration pricing and neutral pricing. The 'reference value' (where the consumer refers to the prices of competing products) and the 'differential value' (the consumer's view of this product's attributes versus the attributes of other products) must be taken into account.
Promotion
All of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertising, public relations, sales organisation and sales promotion.[3] 
Advertising covers any communication that is paid for, from cinema commercials, radio and Internet advertisements through to print media and billboards. Public relations is where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.
After web 2.0, the capacity of the customers to discuss products that they have bought, making reviews and testimonials related to their experiences, are examples of public relations, as well. This kind of behavior takes the dissemination of the product information over the internet space and creates the phenomenon known as word-of-mouth.Word-of-mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create grassroots momentum. Sales staff often plays an important role in word of mouth and public relations (see 'product' above).[3]
Place / Distribution
Refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix.[3][5] The last P is place, the distribution channel which is the location where the delivery the value. The role of the marketing channels is not only focus on the participate in demand satisfaction by offering goods, but also need to stimulate demand through information, creating proximity and promotion by customer (Balasecu, 2014). In other words, distribution channels for the product is a system process. Generally, majority of the product need a retail shop. But place also can be a telephone call center or a website. For example, Nike Air Force 1 designers were determined to let Air Force 1 from hardwood floors to solid concrete, from basketball court to block. They planned to start a revolution. Along the I-95 highway corridor between New York, Philadelphia and Baltimore, Air Force 1 transmitting the information of sports and culture, sending itself to every field and blocks of the cities (Jennifer, 2006). Hence, the place turn into another major element in marketing mix.