Understanding the Marketing Mix Evolution Môn Digital Marketing | Trường Đại học Tài chính - Marketing

1. What is the marketing mix? Definition
The marketing mix is a strategic framework that encompasses the key elements of
marketing, commonly known as the 4 Ps: product, price, place and promotion. A
well-balanced combination of these elements is the fundamental building block of any
successful business. It provides a systematic approach to understand and influence
consumer behavior, ultimately driving sales and fostering long-term customer loyalty.
Exploring the four basic elements of the marketing mix individually:
Product: The tangible or intangible offering that your business provides to
customers. It includes the features, design, quality, packaging and branding of the
product. It’s important to understand your target market’s needs and preferences so
you can develop products that meet those requirements. This involves product
research, development and innovation to create offerings that stand out from competitors.
Example: VinFast offers the VF e34 electric car – a tangible product with smart
features (virtual assistant, over-the-air updates), modern design and high quality. It’s
branded as a Vietnamese eco-friendly vehicle, developed based on the needs of urban
customers, helping VinFast stand out from competitors.
Price: The monetary value assigned to the product or service. Pricing strategies
should consider factors such as production costs, market demand, competition and
perceived value. This involves finding the right balance between profitability and
customer affordability. Pricing decisions can influence consumer perception,
positioning your offering as a high-end, mid-range, or budget-friendly product.
Example: Apple prices the iPhone at a premium level to reflect its advanced
technology and strong brand reputation. This pricing strategy targets customers
willing to pay more for high quality and prestige, ensuring profitability while
positioning the product as a luxury device.
Place: Also known as distribution, this element focuses on making the product
available to your customers at the right place and time. It involves decisions related to
distribution channels, inventory management, warehousing and logistics so you can
ensure that your products are accessible and convenient for customers to purchase.
This can include multiple channels such as physical stores, online platforms,
wholesalers, or partnerships with other retailers.
Example: Starbucks sells its coffee through physical stores located in busy areas like
malls and airports, as well as via partnerships with delivery platforms like Uber Eats
and DoorDash. This multi-channel approach ensures customers can conveniently
access their products wherever they are.
Promotion: The communication and marketing activities that advertise your
product or service to the target audience. It includes advertising, public relations, sales
promotions and digital marketing strategies. The goal is to create awareness, generate
interest and persuade customers to choose the product over competitors. Effective
promotion helps your business reach your target market, build brand reputation and drive sales.
Example: Nike runs global advertising campaigns on TV and social media, sponsors
famous athletes like Serena Williams and hosts product launch events. These activities
build brand image, engage target audiences, and drive sales.
On the other hand, it also has the marketing mix with 7Ps as an expanded framework
of the traditional 4Ps model, incorporating three additional elements: People, Process,
and Physical Evidence to better address the complexities of modern marketing,
especially in service-oriented industries. For example, the 4 Ps with product, price,
place, and promotion focus on the core aspects of marketing strategy. They help
businesses define their product offerings, determine pricing strategies, select the best
distribution channels, and develop promotional activities to reach their target
audience. The 7 Ps framework, on the other hand, is particularly relevant in
service-based industries where customer experience and service delivery play a crucial role.
2. Explain the evolution of marketing mix based on marketing 1.0 to marketing 6.0
- The evolution of marketing mix based on marketing 1.0
Marketing 1.0 marks the earliest stage in the evolution of marketing, shaped by the
Industrial Revolution and grounded in a product-centric approach. During this era,
businesses developed their marketing mix based on the traditional 4P model: Product,
Price, Place, and Promotion, with a strong emphasis on efficiency, standardization, and
pushing products to the market rather than responding to customer needs. + Product: The Core Focus
● In Marketing 1.0, product was the central element of the marketing mix.
● Businesses believed that customers would choose the highest-quality or most
functional product, so companies focused heavily on mass production,
standardization, and product improvement.
● Innovation was directed toward improving product performance rather than
tailoring to customer preferences.
● Consumers were seen as passive receivers, with little to no influence on product development. + Price: Efficiency-Driven
● Price strategies focused on cost leadership. Because the market was not yet
saturated and production was industrialized, companies tried to reduce
production costs and offer products at competitive prices.
● This aligned with the production concept, which assumed customers would
favor affordable and widely available products. + Place: Mass Distribution
● The distribution (place) strategy in Marketing 1.0 was about reaching as many people as possible.
● The goal was to distribute standardized products efficiently across broad geographic areas.
● Distribution channels were built for scale rather than customer experiences.
- Promotion: One-Way Communication
● Promotion relied on traditional mass media (TV, radio, newspapers), with unidirectional communication.
● As competition increased, businesses shifted to aggressive selling techniques —
focusing on advertising and persuasion rather than building relationships.
● Promotions often prioritized sales volume over long-term brand trust,
sometimes even at the risk of misleading messages.
- The evolution of marketing mix based on marketing 2.0
In Marketing 2.0, the 4Ps of the marketing mix evolve into more human-centered
strategies. Businesses must no longer "push" products but rather co-create, engage,
and solve problems for customers. The mix becomes a tool to create mutual value,
supported by digital technologies and driven by interactive communication.
+ Product → Customer Solution
● The focus shifts from what the company sells to what the customer actually needs.
● Products are no longer created in isolation —they're developed based on
consumer feedback, co-creation, and individual desires.
● Customization and personalization are key trends (e.g., Nike By You,
customizable packaging, tailored services).
● Emotional value is emphasized: products must connect with lifestyle, identity, and values.
● Integration of consumer-generated ideas (prosumers) plays a vital role.
=> Key change: From "What can we offer?" → to "What problem can we solve for the customer?" + Price → Customer Cost
● Pricing is no longer just about setting a competitive figure. It considers the total
cost to the customer: financial, time, effort, and even emotional.
● Consumers now compare prices easily online, so perceived value must justify the price.
● Transparent pricing, freemium models, and value-based pricing (e.g.,
subscription services, bundles) become important.
● Discounts or loyalty programs are framed not as price cuts but as value rewards.
=> Key change: From "What price gives us profit?" → to "What cost makes this valuable to the customer?" + Place → Convenience
● "Place" is no longer just about location — it's about seamless access.
● Digital technologies (e.g., e-commerce, mobile apps, social commerce) make
anytime-anywhere availability possible.
● Emphasis on omnichannel presence: combining online, offline, and mobile
touchpoints (e.g., buy online, pick up in store).
● Fast delivery, intuitive navigation, and mobile-first design add to convenience.
=> Key change: From "Where do we want to sell?" → to "How can we make it
easiest for the customer to buy?"
+ Promotion → Communication
● Traditional monologue-style promotion becomes interactive communication.
● Web 2.0 tools (social media, forums, blogs, influencer marketing) allow for
two-way dialogues and real-time engagement.
● The customer is no longer just a receiver of promotional messages but also a
creator and distributor of content (UGC, reviews).
● Personalized messages (email, DMs), community building, and storytelling
now drive emotional connection.
=> Key change: From "How do we tell people about our product?" → to "How
do we talk with our customers?"
- The evolution of marketing mix based on marketing 3.0
Marketing 3.0 is not just about selling products. It’s about creating meaningful
connections and contributing to a better society. Each element of the traditional 4Ps
(Product, Price, Place, Promotion) takes on a deeper, more human-centered meaning
1. Product (Meaningful Product)
● Not just functional, the product reflects spiritual, emotional, and social values.
● Brands design products that solve real-world problems and inspire change.
● Example: Eco-friendly products, fair-trade goods, and inclusive design. 2. Price (Fair Value)
● Pricing is not just about profit, it reflects fairness and ethics.
● Consumers are willing to pay more if they believe the brand stands for something good.
● Transparent pricing and value-for-impact become important.
3. Place (Responsible Distribution)
● Distribution considers environmental and social impact.
● Local sourcing, ethical supply chains, and green logistics are emphasized.
● Brands aim to support communities through inclusive and responsible distribution.
4. Promotion ( Inspirational Communication )
● Promotions aim to inspire, educate, and uplift, not manipulate.
● Messages align with core human values: justice, empathy, and sustainability.
● Storytelling becomes a tool to build trust and shared purpose.
- The evolution of marketing mix based on marketing 4.0
Marketing 4.0: Emphasizing Connectivity and Digital Integration
Philip Kotler, along with co-authors Hermawan Kartajaya and Iwan Setiawan,
introduced the concept of Marketing 4.0 in their book Marketing 4.0: Moving from
Traditional to Digital as a marketing approach that combines online and offline
interaction between companies and customers. (P. Kotler, 2016)
In the era of Marketing 4.0, the traditional marketing mix—comprising Product, Price,
Place, and Promotion—has evolved to address the complexities of the digital
landscape and the empowered, connected consumer. While the original 4 Ps remain
foundational, Marketing 4.0 introduces a more dynamic and customer-centric
approach. The focus shifts towards seamlessly blending online and offline interactions,
leveraging digital technologies to craft personalized customer experiences. This
evolution transcends the traditional 4Ps framework (Product, Price, Place, Promotion),
introducing a more customer-centric 4Cs model (P. Kotler, 2016):
+ Co-creation: This approach involves customers directly in the product
development process, allowing them to contribute ideas, feedback, and
preferences. By engaging customers from the ideation phase, companies can
ensure that the final offerings align closely with consumer desires, enhancing
satisfaction and fostering brand loyalty.
+ Currency: Moving away from static pricing, this concept embraces dynamic
pricing strategies that reflect real-time market demand and perceived value.
Utilizing big data analytics, businesses can adjust prices based on factors like
customer behavior, purchase history, and market trends, optimizing profitability
while delivering value to consumers.
+ Communal Activation: This element focuses on harnessing the power of
communities to distribute and promote products or services. By leveraging
peer-to-peer networks and collaborative platforms, companies can amplify their
reach and foster a sense of shared ownership among consumers.
+ Conversation: Transitioning from one-way promotional messages to
interactive dialogues, this component emphasizes continuous engagement with
customers. Through social media, forums, and other digital channels, brands
can build relationships, gather insights, and co-create value with their audience.
Key Characteristics of Marketing 4.0:
● Integration of Online and Offline Interactions: Recognizing that digital
channels alone are insufficient, Marketing 4.0 emphasizes the importance of
combining online and offline touchpoints to create a seamless customer experience.
● Leveraging Technology: Employing Big Data, Artificial Intelligence (AI),
Cloud, and Internet of Things (IoT) to analyze customer behavior, enabling
tailored experiences that resonate on an individual level.
● Empowered Consumers: Recognizing customers as active participants in
brand development, encouraging user-generated content and feedback to shape offerings.
● Omnichannel Consistency: Ensuring a cohesive and seamless customer
journey across various platforms and touchpoints, both online and offline.
- The evolution of marketing mix based on marketing 5.0
Human-Centered Technology
Marketing 5.0 marks a significant leap forward, where cutting-edge technologies such
as Artificial Intelligence (AI), machine learning, predictive analytics, AR/VR, and
automation are leveraged to create deeply personalized experiences for consumers.
Unlike previous phases that primarily focused on sales efficiency, Marketing 5.0
emphasizes using technology for the benefit of people - delivering personalized value
while upholding ethics, transparency, and sustainability.
Amid the Covid-19 pandemic, where social distancing and limited physical
interactions became the norm, Marketing 5.0 pushed businesses to find new ways to
maintain personal connections with customers via digital platforms (Foreman B.,
2020). This was the moment Agile Marketing emerged-utilizing AI-driven data to
implement approaches such as predictive, augmented, and contextual marketing,
allowing brands to respond and adapt in real-time.
Moreover, Marketing 5.0 reflects a broader sense of corporate responsibility toward
social and environmental issues especially in minimizing negative environmental
impact and addressing inequality. Technology is no longer just a tool for selling, but
also a means to resolve the consequences of unchecked growth in the past. For
instance, AI is now applied in green supply chain management or in designing low- emission products.
Example: Sephora’s Virtual Artist app uses AR to allow customers to try on makeup
virtually. It is a prime example of personalized shopping powered by technology,
while simultaneously reducing the need for physical product testers and minimizing waste.
- The evolution of marketing mix based on marketing 6.0
Meta-Marketing, introduced in the book “Marketing 6.0: The Future is Immersive,”
represents the next evolution in marketing—a holistic approach where immersive
experiences bridge physical and digital realms to create deeper, meaningful
connections between brands and consumers.
Marketing 6.0, or Meta-Marketing, is a collection of strategies and tactics designed
to deliver immersive, multi-sensory experiences across both real-world and digital
platforms. It moves beyond technology as the centerpiece and instead uses it as a
supportive tool to advance sustainable values, empathy, and ethical development.
To achieve this, Marketing 6.0 is built on three essential layers:
1. The Enabler Layer: The technological foundation blending physical and
digital experiences through tools like extended reality (XR) and advanced AI.
2. The Environment Layer: This includes two immersive spaces:
- Extended Realities (XR): Physical environments digitally enhanced to create richer experiences.
- Metaverses: Fully virtual worlds simulating real-life interactions and environments.
3. The Experience Layer: Focused on customer-centric engagement
characterized by multi-sensory interaction (engaging all five senses), 3D
spatial experiences, and immersive marketing within metaverses.
Marketing 6.0 fosters deeper emotional bonds and emphasizes social responsibility,
cultural diversity, and sustainability. Brands are expected not only to personalize experiences but also to:
- Respect personal data privacy
- Maintain transparency in all behaviors
- Be guided by a human-centered mission
This approach merges the physical and digital (“phygital”) worlds, leveraging
metaverse platforms and immersive technologies not just to sell products but to
engage, educate, and raise awareness about critical global issues like climate change,
social justice, and community well-being. References:
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Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital.
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