The 14 Ps of Mixed Media Marketing – Part 3

Product
The original 4 Ps of the marketing mix are still applicable today in mixed media marketing. However, we look at Product differently than in the old school of marketing.

The old school of marketing analyses:

• Product innovation, features, upgrades
• Product differentiation, comparison, competitors
• Product variation, lines, flavours, colours

Product was a function of the product development team; the marketers where then responsible for finding a market that would buy it.

Mixed media marketing analyses:

• How a product can solve a market’s problems
• The perception of a product through marketing research
• How the product performs and is received in the market place

The new focus is on the market. Mixed media marketing works in a market place where customers choose to buy your product and are not sold to. This is how your customers purchase today.