The very purpose of marketing is to make your promising customers aware of your products. Product should match the envisaged positioning.How to design an effective marketing mix?.Why is Product the most important in 4 Ps of marketing mix?.What factors determine the marketing mix?.We will examine in this article why the 4Ps are indispensable for a marketing executive today and how they still hold with the marketing of intangible and tangible products : Hence, it is the bedrock of marketing of any kind. We may add two or more Ps to the 4Ps, but we can’t move a P out of it. Every other Ps-model is either an expansion or modification of the original 4Ps. But the 4Ps of marketing is like the purest crystal which cannot be refined further. Over time many Ps have been crystallized like 5Ps, 8Ps, etc. Later in the 1960s, Jerome McCarthy devised the 7 Ps model, refining the essentials from the marketing mix. The fundamental among them was the 4 Ps of marketing. In the 1950s Neil Borden popularised the term marketing mix which contained more than ten elements of marketing.
