Jerry McCarthy on The 4Ps

So this isn’t a quote as such from Jerry MCCarthy, just a re-statement of what the 4Ps – the marketing mix – is and what it isn’t.

“The marketing mix, the 4 Ps: Product, Place, Price, Promotion”

If you want to re-invent the 4 Ps, you’ve got too much time on your hands. They’re worth repeating because so many businesses SAY they want marketers to handle the full marketing mix – but they don’t mean it. They – or their recruitment consultants – think “the full marketing mix” sounds good. They actually want marketers to focus on 1 P: promotion: adverts, social media, web sites, brochures, events.

If that’s your bag, fine. Just be clear what you’re after.

It’s also worth saying the marketing mix, the 4 Ps, are tactics, not strategy. These are the tactical levers you pull to put strategy into effect. A good – a complete – marketing plan would do research, segmentation, targeting, positioning and objectives before moving on to these tactics.

By the way, Jerry McCarthy was a very modest man – this (crap) photo is the best photo you’ll find of him.