What Happened to the 4 P's of Marketing?

Aaron Sustar

15 years ago

Maybe the internet marketing has simply dropped the last "P", but the basics of this business stayed the same ...

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dbarnum 15 years ago

Place: social networking sites like here on a forum, Twitter, Facebook, etc.

Other places:

- Article, RSS feed, domain and other directories
- Craigslist & classified ads sites
- On blogs
- On Squidoo, Hubpages...
- Offline: on postcards, in newsletters, magazine ads, classifieds, etc.

Lots of places to add a shoppingcart button or URL pointing to one for distribution
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Andyhenry

15 years ago

The 4 P's still apply just the same as ever.

What makes you think they don't?

PLACE - This is what getting a website, deciding about hosting choices, type of domain name, using a CMS, web design, SEO etc. is all about.

PRICE - Obviously still applies

PRODUCT - Obviously applies just the same.

PROMOTION - The main difference is that you also now have any current or traditional online marketing mechanism at your desposal.

This stuff hasn't changed and underlays all the normal IM processes.

It's the same as saying that AIDA is an offline marketing principle - but you can apply it directly to the design of an online sales page.

Andy

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sylviad 15 years ago

"Place" online represents your store as in offline. I think what it really means is not place, but location.

Which simply means, traffic. You want high traffic, so where you place/list your site represents where you put your physical store offline - on a busy street where your customers converge on a regular basis.

The rest do indeed still apply online.

Sylvia
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JRG

15 years ago

Looks like it's all the same still.

Here is a great way to get some really good marketing material. Go on ebay and look for marketing materials. Usually someone will be selling a kit they bought for $1,000 10 years ago for like $50. It's all the same stuff. Today's marketing gurus are many times just repeating what was said 10 - 20 years ago.

Internet marketing is just direct response marketing online.

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Steve Prior

15 years ago

I think the 4 P's still apply but it's really how you use them. Agree with JR Griggs that it is best applied as direct response marketing which fits in very nicely with Internet Marketing.

Just be aware though that the 4P's are not that helpful on their own. It's vital that people understand all the concepts and huge leverage that can be achieved by focusing on the back end... Up-sells - Cross-sells etc..

Would you like fries with that?

The other thing to bear in mind and to really understand how the sales and marketing processes link together. Five interconnected processes/conversions only need to be improved by 10% and you have increase revenue by 61% and profit by a lot more if you understand the effect of margins.

Cheers

Steve

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LogoNerds

15 years ago

I think there should be 5 P's

#5.) Positioning - More Information

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Andyhenry 15 years ago

Originally Posted by LogoNerds

I think there should be 5 P's

#5.) Positioning - More Information

It's always been a debatable point - usually they add the 5th P when you're offering a service rather than a product.

You can take your pick - traditional marketing education covers both usually.
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Ron569

15 years ago

I too believe there are more than 4 P's to this discussion and I'm a little stunned that no one has bothered to mention things like this, regarding marketing:

Product/Price/Promotion/Place

What about Persistence and personality, to go along with positioning?

We can have a great product, but if the product is lacking in personal presentation then you may as well be peddling junk.

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Igor Kheifets

15 years ago

Originally Posted by daryamconsult_aust

How do the 4 P's of marketing relate to internet marketing and websites?

- Product
- Price
- Promotion
- Place

Is there a new website marketing version of the 4 P's ?

how about TCGC:

1.Traffic
2.Conversion
3.Growth
4.Content

Igor

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dbarnum 15 years ago

Originally Posted by igorhelpsyousucceed

how about TCGC:

1.Traffic
2.Conversion
3.Growth
4.Content

Igor

That's a neat idea, Igor!

College marketing textbooks are under revision, I'd guess.
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Tyrus Antas

15 years ago

There are a lot of P's. Heck, there a lot of alphabet letters that should be on those lists.

These lists are a easy, somewhat simplistic way to look at marketing, they're good to remember what's going on. But they lack enough detail for you to extract meaningful value from them.

Tyrus

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Andyhenry

15 years ago

Originally Posted by Tyrus Antas

There are a lot of P's. Heck, there a lot of alphabet letters that should be on those lists.

These lists are a easy, somewhat simplistic way to look at marketing, they're good to remember what's going on. But they lack enough detail for you to extract meaningful value from them.

Tyrus

I think you missed the point. The 4 P's (also sometimes 5 P's) are actually part of traditional marketing education.

If you do virtually any Marketing qualification at all - they'll all have this.

It's not random stuff made up - but actual traditional marketing knowledge/education.

The OP was making the point that for offline marketers the 4 P's are like the bible, but online marketers don't seem to talk about them. It's basically down to ignorance of them that most IMers don't mention them, but also IM tends to be more of a personalised thing so traditional structures get less focus.

Andy

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Tyrus Antas 15 years ago

Originally Posted by Andyhenry

I think you missed the point. The 4 P's (also sometimes 5 P's) are actually part of traditional marketing education.

I know. It's just that it's a simplistic way to describe the entire marketing process.

Tyrus
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- Andyhenry 15 years ago
  
  Originally Posted by Tyrus Antas
  
  I know. It's just that it's a simplistic way to describe the entire marketing process.
  
  Tyrus
  
  Then we agree
  
  People like labels and when you're learning about what can be a complex subject (simple principles but applied in many ways), they just give you a language to use for common understanding.
  
  But they're definitely not enough to say everything for sure.
  
  Andy
  
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AEDPrograms

15 years ago

Product, Price, Promotion and Place (the word Place is very 1950's and should really be replaced with the word Distribution). For example, McDonald's sold 100 billion burgers because its distributiion system has millions of retail outlets (places).

Detailed analysis of Product and Price visa vie your competitors should be completed before you attempt to promote and gain maximum distribution of your product(s).

There really is more math and science to this "marketing mix" than anything else.

While the internet is a "macrocosm" of our daily lives; consumer and business spending, etc; the same tried and true direct marketing and promotion tactics apply. Driving traffic should be accomplished using both internet and traditional advertising and publicity tactics no matter what cute labels are placed on these tools.

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Eric Stanley

15 years ago

The 4 P's are dead.

Product is now co-created solutions.
Promotion is now communication with in communities (think Seth Godin & Tribes)
Price is now customizable personal value.
Place is now choice and convenience.

Excerpted from Rethinking Marketing. An excellent read.

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What Happened to the 4 P's of Marketing?

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