The marketing mix: what are the king ingredients?

The marketing mix was defined in the 20th century by a marketing professor called E. Jerome McCarthy. He created a set of tools called ‘the four Ps’, and these are still widely used today as the basis to create marketing strategies. The four Ps are:
1. Product (what you sell)
2. Price (what price you sell it at)
3. Place (where you sell it)
4. Promotion (how you create demand)

The four Ps have since been further developed, mainly for the service industries, into the seven Ps:
5. People (who sells the product or service?)
6. Process (how is the product or service received? e.g. via an ambulatory visit)
7. Physical Evidence (what the customer receives, e.g. the horse’s diagnosis and/or treatment) ...