18 Coca-Cola s pricing approach, for example, is known as price discrimination, a technique where fairly similar products retail at different prices in different markets, all from the same provider. Marketing is always evolving and new P s are constantly added. Search online for some new Ps that are being added to the mix. THE MARKETING MIX The marketing mix In 1964 the marketing mix strategy became a popular concept thanks to an article published by Neil Borden. This article described how James Culliton, in the 1940s, defined a marketing manager as a mixer of ingredients . Borden then listed the following essential ingredients: product, planning, pricing, branding, distribution, display, packaging, advertising, promotion, and personal selling. Later, E. Jerome McCarthy condensed them into a list of the 4P s that are still used by marketing managers today. All in all, the marketing mix refers to the strategic combination of all the different factors that a company uses to generate a profitable and appealing product. Place considers where the product will be made available for the purchase, in other words its distribution; Promotion decides what strategies and channels to adopt to inform customers about products. The extended marketing mix: the 7 P s The 4P s were designed at a time when businesses were more likely to sell goods (i.e. tangible possessions such as food, clothes, or cars) rather than services (i.e. intangible products which derive from a performance such as having a haircut or undergoing a medical examination) and the role of customer service in helping brand development was not so well known. That is why, over time, three extended P s were added: people, which refers to anyone that could come into contact with customers and represent a company; physical evidence, which is the sum of all the tangible elements linked to the product that the customer has to do with, such as shop design, furniture, and documents; process, which refers to the method or procedure a company uses to provide a customer with their product. The original 4 P s Product refers to the object that is designed to satisfy consumer demand, the main element in the mix. It must be unique, should convey brand identity and stand out from competition. all in all: nel complesso to convey: trasmettere likely: probabile to undergo: sottorporsi a 54 Price is the amount of money customers have to pay for the product. There are different techniques to determine it based on costs, competition, quality/ performance level, market value, payment plans, discounts, image and reputation of the brand; Marketing anD aDVertiSing