Explain marketing mix as a foundational concept in commercial marketing

Answer 1

Marketing mix, or the "four Ps," is a foundational concept in commercial marketing. The four Ps, which include product, price, place, and promotion, have been appropriated by social marketers to promote behavior change. Social marketing understands product as the benefits of performing the health behavior. For a program promoting walking, for example, the product might be a trimmer figure and a healthier heart. In social marketing, price includes tangible and intangible costs of performing the desired behavior. For example, the cost of walking might be the loss of an evening watching television. Place is where the promotion occurs. It can also refer to where the target audience receives information or support. For example, place would be where the walking club meets. Promotion is how the social marketers communicate their message to the target audience. For example, the walking club is promoted using colorful fliers, radio-station announcements, and Facebook groups. Social marketers emphasize the need to integrate the four Ps in health promotion programs. This means that the health program should include all four Ps and ensure that each element works well together. For example, if the walking program emphasizes the fun elements of walking, the product, place, and promotion should reflect this emphasis and the price should include any potential drawbacks.?