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How Useful Are the 4Ps to Marketing Managers Today ?

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Marketing managers use marketing mix as a business tool in marketing. Marketing mix synonymous with the 4Ps which were amended and listed by Eugene McCarthy as Product, Place , Price and Promotion.

First of all, Product refers to the product should fit the task the target consumers want it for, it should work , and it should be what the consumers expected to get. For instance, its packaging, labeling and offering. Therefore, this always remind marketing managers need to do careful research on how long the life cycle of the product is likely to be and focus their attention on different challenges that they are facing when they are developing the product.

Secondly, Place (distribution) means that the way in which the product meets …show more content…

Finally, Promotion, namely, advertising, public relations, sales promotion, personal selling and all the other communications tools should put across the product’s benefits and features are conveyed to the potential buyer. All of the methods of communication that a marketing manager may use to provide information to different parties about the product. In addition, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and public relations ,accordingly, this would lead to marketing manager think of the distribution of the human resource.

In brief, the intention of 4Ps is to create simpler framework around which managers could develop their planning. Although there were some recognitions that all of these elements might be interlinked (e.g promotion based on the price paid by the consumer),also, some commentators have argued that the 4Ps framework is very limited use, in other words, marketing elements only suitable for micro issues, because it only considers the sell side in a transaction , dedicated to what the marketing managers have affected the consumers, rather than take the customers or the benefit of whole society into account , which is actually reflect a production-oriented concepts , but does not reflect the market-oriented or customer-oriented, and it is focused on short-term and purely transactional.

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