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Goods Marketing Mix

The marketing mix is ​​one of the main concepts in the modern marketing world. Marketing mix can be defined as a set of tactical marketing tools consisting of product, price, place and promotion that can be controlled and combined by the company to produce the response the company wants in the target market (Kotler 2008: 78).

Kotler and Keller (2012: 24) also state that the marketing mix or what is often referred to as the Four Ps can be seen from two points of view, namely, the seller's point of view and the buyer's point of view. From the seller's point of view, the four P's are marketing tools available to influence buyers. Meanwhile, from the buyer's point of view the four P's are marketing tools designed to provide benefits to customers.

The components of the marketing mix, often referred to as the four P's, include: product, price, place and promotion.

The concept of the marketing mix according to Kotler and Keller (2012:25) consists of 4Ps, namely:
  • Product, which is something that can be offered to the market to get attention, so that the product being sold is bought, used or consumed that can fulfill a desire or need from consumers.
  • Price, which is the amount of value that consumers exchange for the benefits of owning or using a product or service whose value is determined by the buyer and seller through bargaining, or is set by the seller for the same price to all buyers.
  • Place, which is a place associated as a distribution channel aimed at reaching target consumers. This distribution system includes location, transportation, warehousing, and so on.
  • Promotion, promotion means activities that convey the benefits of the product and persuade customers to buy it.
Based on this definition, it can be concluded that the marketing mix is ​​the marketing elements that are intertwined, blended, organized and used appropriately, so that the company can achieve its marketing objectives effectively while satisfying the needs and desires of consumers.