{"id":62873,"date":"2021-04-08T14:50:51","date_gmt":"2021-04-08T12:50:51","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&#038;p=62873"},"modified":"2023-05-26T07:58:09","modified_gmt":"2023-05-26T05:58:09","slug":"marketing-mix-in-b2b","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/en\/glossary\/marketing-mix-in-b2b\/","title":{"rendered":"Marketing Mix in B2B"},"content":{"rendered":"<p><em><span class=\"TextRun SCXW214938365 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">In both B2B and B2C, the marketing mix is the set of operational areas in which to develop <\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">a <\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">strategy.<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\"> While in B2C, the initial marketing mix (known as the 4P), gradually expanded <\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">to 10P. In <\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SCXW214938365 BCX0\">B2B<\/span><\/span><span class=\"TextRun SCXW214938365 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW214938365 BCX0\">, the marketing mix\u00a0is limited to only the 3 P&#8217;s: \u00a0<span style=\"caret-color: #000080;\">price, performance, and proximity.<\/span><\/span><\/span><\/em><\/p>\n<h1>Defining the Marketing Mix in B2B<\/h1>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-55381 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/05\/49812015448_2da7f49756_k-e1606481794885.jpg\" alt=\"D\u00e9finition du Marketing Mix en B2B\" width=\"755\" height=\"500\" \/><\/p>\n<p><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">In 1964, <\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">the American academic <\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">Neil H. Borden <\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">coined the term &#8220;Marketing Mix&#8221; in<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\"> an article entitled &#8220;T<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">he concept of Marketing<\/span><\/span> <span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">M<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">ix&#8221;<\/span><\/span> <span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">and published it\u00a0<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">in the <\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">Journal of Advertising <\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SpellingErrorV2 SCXW246184313 BCX0\">Research<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">. The <\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">M<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">arketing <\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">M<\/span><\/span><span class=\"TextRun SCXW246184313 BCX0\" lang=\"EN-FR\" xml:lang=\"EN-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW246184313 BCX0\">ix serves to operationally define your marketing strategy.<\/span><\/span><br \/>\n<!--more--><\/p>\n<p><span data-contrast=\"auto\">In the 1960s, the M<\/span><span data-contrast=\"auto\">a<\/span><span data-contrast=\"auto\">rketing Mix was based on 4 areas<\/span><span data-contrast=\"auto\"> (the &#8220;4Ps&#8221;)<\/span><span data-contrast=\"auto\">:<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Product<\/span><\/b><span data-contrast=\"auto\">: T<\/span><span data-contrast=\"auto\">he\u00a0<\/span><span data-contrast=\"auto\">product policy. Which\u00a0<\/span><span data-contrast=\"auto\">product range<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">packaging, and<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">associated services&#8230;<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Price<\/span><\/b><span data-contrast=\"auto\">: The pricing policy<\/span><span data-contrast=\"auto\">.<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Place<\/span><\/b><span data-contrast=\"auto\">: The distribution policy. W<\/span><span data-contrast=\"auto\">hat <\/span><span data-contrast=\"auto\">network <\/span><span data-contrast=\"auto\">distribution which <\/span><span data-contrast=\"auto\">strength\u00a0<\/span><span data-contrast=\"auto\">spans data-contrast=&#8221;auto&#8221;&gt;<\/span><span data-contrast=\"auto\">sales, <\/span><span data-contrast=\"auto\">the <\/span><span data-contrast=\"auto\">e-commerce.<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Promotion<\/span><\/b><span data-contrast=\"auto\">: The communication policy. W<\/span><span data-contrast=\"auto\">hat marketing actions, what campaigns, and what\u00a0<\/span><span data-contrast=\"auto\"><span data-contrast=\"auto\">press\/<\/span><span data-contrast=\"auto\">public\u00a0<\/span>relationships.\u00a0<\/span><\/li>\n<\/ul>\n<h2>The B2B Marketing Mix<\/h2>\n<p>In B2B, the marketing mix can be broken down into the following 3 P&#8217;s: Price \/ Performance \/ Proximity.<\/p>\n<ul>\n<li><strong>The price:<\/strong> B2B products are most often complex products (physical goods or services). The price is an essential element. It is calculated according to the criteria analyzed. Such as the quantities purchased, contractual clauses, the history of the relationship, and the payment terms. The price results from a global solution personalized for a given customer. It is unique and has a direct impact on the buyer&#8217;s return on investment (ROI). This is due to it being of a very sensitive nature.<\/li>\n<li><strong>Performance:<\/strong>\u00a0In a B2B relationship, we are generally talking about goods or equipment with services. It is, therefore, in most cases a package. The quality of the services that buyers deliver to their customers is correlated with the product&#8217;s intrinsic quality. The\u00a0associated services directly or indirectly can also be seen to impact the quality.\u00a0The notion of ROI is, once again, very present.<\/li>\n<li><strong>Proximity:<\/strong>\u00a0Business-to-business relationships create close relationships between a buyer and its supplier. Advice and support are decisive in the choice of a partner company. Suppliers are retained by prospects when teams are dedicated to their relationship and follow-up with their future customers.<\/li>\n<\/ul>\n<h3>The Limitations of Theoretical Approaches to the Marketing Mix<\/h3>\n<p><span data-contrast=\"auto\">The supermarket sector is one criticism that stems from the &#8220;4P&#8221; Marketing mix. Due to being above all the supermarkets that set prices. Producers<\/span> <span data-contrast=\"auto\">have less and less control over the &#8220;Price&#8221; variable.<\/span><\/p>\n<p><span data-contrast=\"auto\">What&#8217;s more, the\u00a0<\/span><span data-contrast=\"auto\">Marketing Mix conceived during the thirty glorious years <\/span><span data-contrast=\"auto\">has evolved a lot since its invention. <\/span><span data-contrast=\"auto\">In the 1990s, <\/span><span data-contrast=\"auto\">some marketing experts wanted to rename the &#8220;4P&#8221; Marketing Mix to the &#8220;4C&#8221; Marketing Mix.<\/span><\/p>\n<p><span data-contrast=\"auto\">The &#8220;P&#8221; in &#8220;Product&#8221; has become the &#8220;C&#8221; in <strong>Consumer<\/strong> because the consumer should be the focus of marketing. <\/span><\/p>\n<p><span data-contrast=\"auto\">The &#8220;P&#8221; in &#8220;Price&#8221; has become the &#8220;C&#8221; in <\/span><strong>Cost<\/strong><span data-contrast=\"auto\">. This cost variable can have two meanings. I<\/span><span data-contrast=\"auto\">t is the total cost of the product or service (beyond its simple f<\/span><span data-contrast=\"auto\">acial) but also the cost to the consumer of buying a product or service from a particular manufacturer or supplier<\/span><span data-contrast=\"auto\">: The cost in terms of time spent to make the purchase, or the psychological and\/or moral cost if you buy a product that you consider <\/span><span data-contrast=\"auto\">more or less in line with your values (fair trade, organic product, etc).<\/span><\/p>\n<p><span data-contrast=\"auto\">The &#8220;P&#8221; in <\/span><span data-contrast=\"auto\">&#8220;<\/span><span data-contrast=\"auto\">P<\/span><span data-contrast=\"auto\">lace<\/span><span data-contrast=\"auto\">&#8220;<\/span> <span data-contrast=\"auto\">has become the &#8220;C&#8221;<\/span><span data-contrast=\"auto\"> of &#8220;<strong>Commodity<\/strong>&#8221; (convenience of purchase).\u00a0<\/span><span data-contrast=\"auto\">The point of sale is important, but the convenience of purchase is even more important<\/span><span data-contrast=\"auto\">: Can the consumer buy by phone and\/or order by mail<\/span><span data-contrast=\"auto\">? <\/span><\/p>\n<p>Finally, the&#8221;P&#8221; in Promotion\u00a0has become the &#8220;C&#8221;\u00a0span data-contrast=&#8221;auto&#8221; &gt; of <strong>Communication<\/strong> which also takes much more account of consumer inputs and is no longer conceived as a solely top-down message.<\/p>\n<p>&nbsp;<\/p>\n<h5><em><strong>&#8220;5P<\/strong><strong>&#8221; Marketing Mix <\/strong><\/em><\/h5>\n<p>In the 2000s, a &#8220;5P&#8221; Marketing Mix emerged. Depending on the source, the fifth P can have several meanings. For some, it means &#8216;<strong>People<\/strong>&#8216; i.e. the people you employ who will ensure the quality of your customer relations\u00a0and your brand image. &#8216;People&#8217; can also refer to your company&#8217;s customers with whom you need to interact at the highest quality level.<\/p>\n<p><span data-contrast=\"auto\">For some others, the fifth &#8220;P&#8221; stands for <\/span><span data-contrast=\"auto\">simply &#8216;<\/span><span data-contrast=\"auto\"><strong>Payment&#8217;<\/strong>, in order to take into account all issues related to payment, <\/span><span data-contrast=\"auto\">especially on e-commerce sites.<\/span><span data-contrast=\"auto\"> But the most commonly accepted meaning for the fifth &#8220;P&#8221; is that of &#8220;People&#8221;.<\/span><\/p>\n<h3>Trends and Innovations<\/h3>\n<p><span data-contrast=\"auto\">In 2009, the <\/span><span data-contrast=\"auto\">Chartered\u00a0<\/span><span data-contrast=\"auto\">Institute of Marketing validated the concept of a &#8220;7P&#8221; Marketing Mix. Recently added are two terms &#8216;Process&#8217; and &#8216;Physical Evidence&#8217;. The term <strong>Process\u00a0<\/strong>reflects the buying process and the processes within the company. While <strong>Physical Evidence <\/strong>describes the\u00a0physical proof.<\/span><\/p>\n<p><strong>The &#8220;P&#8221; in Process relates firstly to the study of the buying process of <\/strong><span data-contrast=\"auto\"><strong>consumers.<\/strong> It can also refer to the company&#8217;s internal processes enabling it to offer an equivalent level of quality whatever\u00a0<\/span><span data-contrast=\"auto\">itself in<\/span><span data-contrast=\"auto\">\u00a0the <\/span><span data-contrast=\"auto\">contact points between the company and its prospects\/<\/span><span data-contrast=\"auto\">customers.<\/span><\/p>\n<p><span data-contrast=\"auto\"><strong>The &#8220;P&#8221; in &#8220;Physical Evidence&#8221; consists of reassuring customers and prospects<\/strong> and giving them evidence relating to the legitimacy of the proposed offer: \u00a0testimonials and customer reviews, <\/span><span data-contrast=\"auto\">zoom on products (on an e-commerce site) or, for services, publication of studies or reports\u00a0<\/span><span data-contrast=\"auto\">helping to provide tangible evidence of the <\/span><span data-contrast=\"auto\">quality of the services offered.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><strong><em>&#8220;4E&#8221; Marketing Mix<\/em><\/strong><\/h5>\n<p><span data-contrast=\"auto\">In <\/span><span data-contrast=\"auto\">2009<\/span><span data-contrast=\"auto\">, <\/span>Brian <span data-contrast=\"auto\">Fetherstonhaugh<\/span><span data-contrast=\"auto\">, the CEO of <\/span><span data-contrast=\"auto\">the\u00a0<\/span>agency\u00a0<span data-contrast=\"auto\">Ogil<\/span><span data-contrast=\"auto\">v<\/span><span data-contrast=\"auto\">y &amp; Mather<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\"> launched the <strong>Marketing Mix &#8220;4E&#8221;<\/strong> to <\/span><strong>Emotion, Experience, Exclusivity and E<\/strong><span data-contrast=\"auto\"><strong>ngagement<\/strong>. <\/span><span data-contrast=\"auto\">These &#8220;4Es&#8221; also put the consumer back at the centre of the marketing approach:<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">The &#8220;E&#8221; in Emotion refers to the motivations that drive a consumer to buy. The meaning <\/span><span data-contrast=\"auto\">of their actions, and the emotion they feel beyond the product or service itself.<\/span><\/li>\n<li><span data-contrast=\"auto\">The &#8220;E&#8221; in Experience <\/span><span data-contrast=\"auto\">concerns, on the other hand, what the customers will retain from their purchase: <\/span><span data-contrast=\"auto\">what they learned, what entertained them, what amazed them\u00a0<\/span><span data-contrast=\"auto\">and <\/span><span data-contrast=\"auto\">what allowed them to escape.<\/span><\/li>\n<li><span data-contrast=\"auto\">The &#8220;E&#8221; in Exclusivity reflects consumers&#8217; desire to feel\u00a0<\/span><span data-contrast=\"auto\">unique in their relationship with a brand. Personalization of messages but also of products, <\/span><span data-contrast=\"auto\">&#8220;<\/span><span data-contrast=\"auto\">one-to-one<\/span> approach<span data-contrast=\"auto\">&#8220;<\/span><span data-contrast=\"auto\">, <\/span><span data-contrast=\"auto\">tailor-made customer relationships.<\/span><\/li>\n<li><span data-contrast=\"auto\">The &#8220;E&#8221; of engagement\u00a0<\/span><span data-contrast=\"auto\">touches on the notion of\u00a0<\/span><span data-contrast=\"auto\">meaning and\u00a0utility<\/span><span data-contrast=\"auto\"> for clients, to their desire to be able to express their creativity to <\/span><span data-contrast=\"auto\">co-build<\/span><span data-contrast=\"auto\"> a brand\u00a0<\/span><span data-contrast=\"auto\">by contributing to certain projects with it<\/span><span data-contrast=\"auto\">.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Recently added, there is an eighth &#8220;P&#8221; for <strong>Partnership<\/strong> which<\/span><span data-contrast=\"auto\">\u00a0encompasses all companies with which one forms close relationships that enhance a particular offering. The ninth &#8220;P&#8221; corresponds to &#8220;<strong>Permission Marketing<\/strong>.&#8221; This approach is about ensuring that consumers have given their consent to receive emails, SMS, and commercial solicitations. <\/span><\/p>\n<p><span data-contrast=\"auto\">Finally, the tenth &#8220;P&#8221; is that of the &#8216;<strong>Purple<\/strong>&#8216; cow. This phrase, coined by Seth <\/span><span data-contrast=\"auto\">Godin<\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\"> author, speaker and former Yahoo direct marketing manager, emphasizes the need to <strong>stand out<\/strong>, to stand out in an oc<\/span><span data-contrast=\"auto\">ean of more enticing propositions than the next.<\/span><\/p>\n<h3>Tools and Methods<\/h3>\n<blockquote class=\"quote-light\"><p><span data-contrast=\"auto\">For each of the &#8220;Ps&#8221; in your marketing mix, describe precisely what actions you intend to implement. This will allow <\/span><span data-contrast=\"auto\">d<\/span><span data-contrast=\"auto\">e <\/span><span data-contrast=\"auto\">structure your strategy<\/span><span data-contrast=\"auto\">, making it a coherent and effective whole.<\/span><\/p><\/blockquote>\n<h3>Online Resources About the Marketing Mix<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.cim.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Chartered<\/span><span data-contrast=\"none\"> Institute of Marketing<\/span><\/a><\/li>\n<li><a href=\"https:\/\/www.mindtools.com\/pages\/article\/newSTR_94.htm\">The Marketing Mix and the 4Ps of Marketing<\/a><\/li>\n<li><a href=\"https:\/\/www.thebalancesmb.com\/what-is-a-marketing-mix-2295520\">What the Marketing Mix Is and Why It&#8217;s Important\u00a0<\/a><\/li>\n<li><span data-contrast=\"none\"><a href=\"https:\/\/notesmatic.com\/2017\/03\/coca-cola-marketing-mix\/\">Coca Cola Marketing Mix<\/a><\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The marketing mix of B2B is limited to 3 P&#8217;s.<\/p>\n","protected":false},"author":106,"featured_media":62875,"parent":0,"template":"","glossary-cat":[],"class_list":["post-62873","glossary","type-glossary","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing Mix in B2B definition by Marketing and Innovation<\/title>\n<meta name=\"description\" content=\"In both B2B and B2C, the marketing mix is the set of areas in which to develop a strategy. 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