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The marketing mix (in English: Marketing Mix) is part of a tactical level of marketing, in which the strategies are transformed into concrete for a company to reach the market 1) with a product satisfactions of needs and / or desires, 2) at an affordable price, 3) with an appropriate message which is transmitted through appropriate communication channels and 4) a distribution system that places the product in the right place at the right time .

Therefore, it is essential that marketers know what the marketing mix and what tools or variables (more known as the 4 P `s) within it.

What is Marketing Mix Marketing Mix or?:

• Kotler and Armstrong define marketing mix as "the set of controllable tactical marketing tools that company combines to produce a desired response in the target market. The marketing mix includes everything that the company can do to influence demand for their product "[1].

• For its part, the "Dictionary of Marketing Terms" of the American Marketing Association, defines the marketing mix as those "controllable variables that an organization uses to achieve the desired level of sales in the target market [2].

In summary, the marketing mix is a set of variables or controllable tools that combine to achieve a particular result in the target market as a positive influence on demand, generate sales, among others.

What are the tools or variables of the marketing mix ?:

A mid-60s, Dr. Jerome McCarthy (Trailblazer Award from the American Marketing Association) introduced the concept of the 4 P's, which today, is made in the classification structure used for tools or variables of the marketing mix .

The 4 P's are: Product, Price, Place (distribution) and Promotion

Product : The set of tangible and intangible attributes that the enterprise is the target market.

A product can be a tangible asset (eg.: A car), intangible (eg.: A home cleaning service), an idea (eg.: The proposal of a political party ), a person (eg.: a candidate President) or place (eg.: a forest reserve).

The "product" has in turn, their own blend or mix of variables [1]:

- Variety
-
Quality - Design
- Features
- Mark
- Pack
-
Services - Security

Price: means the amount of money customers have to pay for a particular product or service.

The price represents the only variable of the marketing mix that generates revenue for the company, the rest of the expenses generated variables.

Its variables are the following [1]:

- List Price
- Discounts
- Accessories
- Repayment Period
- Credit terms

Plaza: Also known as position or distribution, includes all activities of the company that put the product available to the target market. Its variables are the following [1]:

- Channels
- Coverage
- Assorted
- Locations
- Inventory
-
Transportation - Logistics

Promotion: Includes a series of activities aimed to inform, persuade and remind the characteristics, advantages and benefits of the product. Its variables are the following [1]:

- Advertising
- Personal Sales
- Sales Promotion
- Public Relations
- Telemarketing
- Propaganda

Note: To access the article complete, please enter the following website: Marketing Mix

Bibliography:

[1]: From the book: Fundamentals of Marketing, Sixth Edition, Philip Kotler and Gary Armstrong, pg .
63 [2]:'s Dictionary of Marketing Terms, American Marketing Association, MarketingPower.com web site, URL = http://www.marketingpower.com/mg-dictionary.php?

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