Goodbye to the 4 P's of the marketing mix

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Current or updated, companies need to give a new twist to the theory of the 4 P's of the marketing mix... Are we facing a new era of the marketing mix?

Anyone who is involved in marketing or has studied anything (even a little) on the subject will be familiar with Jerry McCarthy's theory on the 4 P's of marketing: the traditional policies of product, price, distribution and communication. This theory has been in force for many years, and although it still serves as a basis, the current situation of the markets has meant that it has had to be reinvented. Goodbye to the 4 P's,...

McCarthy's theory is a classic theory, which has many followers and is very present in the foundation of marketing, but the evolution of the markets makes it necessary to review it to update it and put this foundation into value. In the same way that Latin is a classical language, and is the basis of many languages, the classic theory of the marketing mix serves as a basis for another theory, another way of doing marketing where the product gives importance to the customer:

Forget the product, what your customers need is for you to focus on the need.

For many years, all of a company's activity has revolved around the product. Traditionally, it was the focus of communication and the representation of the company. But the product is something circumstantial: companies sell a product because consumers have needs, which they satisfy with the product, of course. When a need changes, not because of the need itself but because of the way in which customers tend to satisfy it, the products inevitably have to change.

Currently, companies that continue to focus on the product are companies that are navel-gazing, companies that will hardly know how to adapt in time to the needs of their clients, and therefore, this lack of adaptation will lead them to lose clients. However, companies that focus on the needs of their clients are dynamic companies that need to know what those needs are and how their clients tend to satisfy them; in short, companies for which the product is not the end, but the means .

Distribution is a medium, accessibility is a challenge.

Another of the traditional policies that McCarthy proposed all phone number in cambodia is distribution; distribution understood as the capacity of the company to make its products available to customers. But distribution has become an almost exclusively logistical activity, giving way to something more important: accessibility.

Accessibility or ease of access to products and services implies that the company is concerned and involved in providing the means (more traditional or more innovative) necessary for the customer to be able to access what it sells. Concepts such as intensive, exclusive or extensive distribution are obsolete concepts. They no longer contribute to creating a product positioning. What is important are the customer's needs (and I repeat, not the products), and therefore, it matters little where the product is sold, what matters is how easy it is for the customer to find it and have access to it, and in the era of 2.0 this is more than an option, it is an obligation.