Are the four P's of international marketing of equal importance to all firms? What factors might cause some to be more or less important than others?

Résumé du document

The term "Marketing Mix" became popular when Neil H. Borden published his article "The concept of the Marketing Mix", in 1964. Today, this expression is one of the most employed in international marketing. The Marketing Mix is also called "The Four P's".
According to Kotler and Dubois, the Four P's are the tools which permit a firm to achieve theirs objectives of the target-market. The Fours P's are Product, Price, Place and Promotion. The concept of "Marketing Mix" is easier to understand if we compare it with a cake. All the cakes are composed with flour, eggs, sugar and milk. We can modify the result obtained changing the quantity of each element. More sugar lead to a cake more sweetened. It's the same for the Marketing Mix: the offer to a customer can be modified by changing the content of the Four P's. For example, to have an image of quality, we have to concentrate efforts on the communication (Promotion). As a result, this will reduce the importance according to the price by the customer.

Extraits

[...] We can compare it with a plant: the seed is planted (introduction); it begins to germinate (growth); leafs appear, the plant take root more and became full grown (maturity); to finish, it begins to wilt and die (decline). In the introduction stage, the firm seeks to build product and develop a market for the product. This is the impact on the 4P's: In the growth stage, the firm seeks to build brand preference and increase market share. At maturity, the strong growth in sales diminishes. [...]

[...] same importance So, the 4 P's are not the same for all firms and we will analyse in the next part they do not have the same importance”. Chapter Factors which cause differences We have seen that the 4 P's are not the same for all firms. This fact is explained by some factors that we will analyse in this part. Before building up its project of marketing mix to commercialize a product, the firm has to identify clearly the market and its product. [...]

[...] The consequences are visible in the 4 P's. The 4 P's of international marketing are not of equal importance for all firms. If we take the first example (4P's comparison between Breitling and Ariel), we can dress this table: It indicates that the Target (Segmentation, Targeting and Positioning) and the Product (Product Life Cycle and Classification) are the factors which change the 4P's of the firm which commercializes the product. Bibliography Marketing Management (Kotler et Dubois) Le Marketing Stratégique (Yves Chirouze) Strategic Marketing Management (Robert J. [...]

[...] Product done carefully. Publicity on all media. Public relations. All Hypermarkets, Supermarkets and food stores. [...]

[...] It's the same for the Marketing Mix: the offer to a customer can be modified by changing the content of the Four P's. For example, to have an image of quality, we have to concentrate efforts on the communication (Promotion). As a result, this will reduce the importance according to the price by the customer. The term “Product” refers to tangible, physical products as well as services and all elements which refer to the product (size, quality, packaging means all the decisions that the firm can choose concerning the price of its product (discounts, payment terms or distribution is about getting the products to the customer (distribution channels, transportation To finish, in the context of the Marketing Mix, “Promotion” represents the various aspects of marketing communication. [...]