Marketing (marketing mix)

What is Marketing?

Marketing encompasses all strategic and operational measures undertaken by a company to successfully position its products or services in the market. At its core, it is about identifying and fulfilling genuine customer needs in order to build long-term customer relationships.

The objective of marketing is to shape and communicate the company’s offering in such a way that it stands out positively from competitors and is perceived by the customer as both relevant and compelling.

What is the Marketing Mix?

The classic marketing mix refers to the core marketing instruments, traditionally structured around the so-called 4 Ps:

1. Product (Product Policy): Development and design of the product offering.

2. Price (Pricing Policy): Definition of pricing strategy and commercial terms.

3. Place (Distribution Policy): Selection and management of sales and distribution channels.

4. Promotion (Communication Policy): Activities aimed at increasing awareness and shaping brand perception.

Modern frameworks have extended the mix to include the 7 Ps:

5. People (People Policy): Employees act as brand ambassadors and play a decisive role in shaping the customer experience.

6. Process (Process Policy): Seamless, efficient processes behind the scenes – from initial enquiry to after-sales support.

7. Physical Evidence (Physical Environment): Physical surroundings, materials or online reviews that build trust and make quality tangible.

The extended marketing mix (7 Ps) is particularly essential in the services sector. It supports a holistic understanding of customer needs and ensures they are addressed effectively.

Why is Marketing essential?

In an age where countless messages bombard us across multiple channels, only those who communicate in a way that is relevant, unique, and compelling will be heard.

Digitalisation, customer experience, and storytelling have become the new guiding principles that modern marketing must embrace. The role of the marketing department has evolved—from acting as a sales promoter to becoming a dialogue partner with the customer.

What role does the Marketing department play within the company?

Traditionally, the marketing department has primarily served as the company’s communications manager, responsible for making the offering visible and reaching customers through targeted advertising and communication efforts.

Core Responsibilities in the Classical Role:

Developing advertising campaigns: This includes the conception, design, and implementation of print, TV, online, and social media campaigns.
Creating content and messages: Crafting slogans, advertising copy, image brochures, and content for websites or newsletters.
Media planning and booking: Selecting appropriate channels and platforms to efficiently reach the target group.
Organising trade fairs and events: Ensuring brand visibility, building relationships, and creating tangible brand experiences.
Measuring campaign effectiveness: Analysing reach, click rates, conversion rates, and overall campaign impact.

The primary objective of this classical marketing role is to generate attention, shape brand perception, and drive sales. Marketing in this context is often seen as a one-way channel—a means of broadcasting messages from the company to the market.

A Shift in Role

In recent years, this role has undergone a fundamental transformation:

Modern marketing teams operate in a data-driven manner, take a holistic perspective, and act with a strong customer focus across the entire customer journey. They do not merely coordinate campaigns but actively contribute to brand management, product development, and digital transformation. As a result, marketing evolves from an internal service provider into a business enabler—opening up markets, shaping customer experiences, and generating growth impulses.