• Product Produk
• Price Harga
• Place (distribution) Place (distribusi)
• Promotion Promosi

The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix . Istilah "bauran pemasaran" menjadi populer setelah Neil H. Borden tahun 1964 menerbitkan artikel, Konsep Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". Borden mulai menggunakan istilah dalam ajarannya pada akhir tahun 1940-an setelah James Culliton telah menggambarkan manajer pemasaran sebagai "mixer bahan". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. Bahan dalam bauran pemasaran Borden termasuk perencanaan produk, harga, merek, saluran distribusi, penjualan personal, iklan, promosi, kemasan, tampilan, pelayanan, penanganan fisik, dan pencarian fakta dan analisa. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below: E. Jerome McCarthy kemudian bahan-bahan tersebut dikelompokkan ke dalam empat kategori yang sekarang dikenal sebagai 4 P's of marketing, digambarkan di bawah ini:

The Marketing Mix Marketing Mix

These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. Keempat P adalah parameter yang manajer pemasaran dapat mengendalikan, tunduk pada kendala internal dan eksternal dari lingkungan pemasaran. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response. Tujuannya adalah untuk membuat keputusan yang tengah keempat P pada pelanggan dalam pasar sasaran untuk menciptakan nilai yang dirasakan dan menghasilkan respons positif.

Product Decisions Keputusan produk

The term "product" refers to tangible, physical products as well as services. Istilah "produk" merujuk pada nyata, produk-produk fisik maupun jasa. Here are some examples of the product decisions to be made: Berikut adalah beberapa contoh produk keputusan harus dibuat:

• Brand name Merek
• Functionality Fungsi
• Styling Styling
• Quality Kualitas
• Safety Keselamatan
• Packaging Kemasan
• Repairs and Support Perbaikan dan Dukungan
• Warranty Garansi
• Accessories and services Aksesori dan layanan

Price Decisions Harga Keputusan

Some examples of pricing decisions to be made include: Beberapa contoh dari keputusan harga harus dibuat meliputi:

• Pricing strategy (skim, penetration, etc.) Pricing strategi (skim, penetrasi, dll)
• Suggested retail price Harga ritel
• Volume discounts and wholesale pricing Volume diskon dan harga grosir
• Cash and early payment discounts Kas dan diskon pembayaran awal
• Seasonal pricing Harga musiman
• Bundling Bundling
• Price flexibility Fleksibilitas harga
• Price discrimination Diskriminasi harga

Distribution (Place) Decisions Distribusi (Place) Keputusan

Distribution is about getting the products to the customer. Distribusi adalah tentang mendapatkan produk kepada pelanggan. Some examples of distribution decisions include: Beberapa contoh dari keputusan distribusi meliputi:

• Distribution channels Saluran distribusi
• Market coverage (inclusive, selective, or exclusive distribution) Cakupan pasar (inklusif, selektif, atau distribusi eksklusif)
• Specific channel members Khusus anggota saluran
• Inventory management Inventory management
• Warehousing Pergudangan
• Distribution centers Pusat distribusi
• Order processing Pemrosesan order
• Transportation Transportasi
• Reverse logistics Reverse logistik

Promotion Decisions Keputusan Promosi

In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Dalam konteks bauran pemasaran, promosi mewakili berbagai aspek komunikasi pemasaran, yaitu komunikasi informasi tentang produk dengan tujuan menghasilkan respons pelanggan yang positif. Marketing communication decisions include: Keputusan komunikasi pemasaran meliputi:

• Promotional strategy (push, pull, etc.) Strategi promosi (mendorong, menarik, dll)
• Advertising Iklan
• Personal selling & sales force Pribadi menjual & sales force
• Sales promotions Promosi penjualan
• Public relations & publicity Public relations & publisitas
• Marketing communications budget Anggaran komunikasi pemasaran

Limitations of the Marketing Mix Framework Keterbatasan Bauran Pemasaran Framework