The marketing mix is a combination of variable elements forming the marketing activities. Within the Marketing, this is one of the points that should be looked at carefully, the formulation of this compound is extremely important to make the organization's strategies and can define the success of a product in the target market.

Linked directly to the area of marketing, they are the price, place, product and promotion, and this a proportional percentage of attention.

Price:

It's the volume of money charged for a product or service. Price is the action of the consumer to buy a product, pay the price and receive the benefits of it, only part of the total cost that customers pay a return, which includes several other factors to take value.

The only component of the marketing mix that generates revenue and is a major element in determining the market share of a company for profitability.

When developing the pricing strategy of a product, we should note the following points: it must be high enough to provide profit to those who are producing or selling, but may not be so high that discourage the purchase. After all, always looking to buy cheaper products. It should also be low enough so that it will be attractive to customers. However, It cannot be too low, because it can depreciate the product in the eyes of customers who may think that there is something wrong with it, and the other way, the product will not be interesting to produce and market if  will not generate significant profit.

Place:

After a product is produced, with its established price, it needs to be distributed on the market by the sales points.

The place or distribution of a product on the market has a very important role in the marketing mix. Because with the distribution that the consumer will have access to product offering. An example to illustrate our thinking: when the consumer is interested in the product, but he goes to the point of sale (usually retail) and he does not find it, getting irritated. The products after produced, it need arrive to the final consumer, and for that, it goes through various distribution chain links and it is important highlight the intermediaries (retailers), carriers and storers that make the connection between the producer and the final consumer.

Product:

Product is something that can be offered to a market to satisfy a need or desire, where companies should be beyond the product strategy, deciding to sell the products with their own brand, using signs, symbols, names, identifying and differentiate their goods and services from competitors. In this case they would be using the brand strategy.

Organizations use the "P" product, offering a number of products seeking to meet virtually all the needs of the market. In general, companies have several product lines, according to market share. There are those considered "flagships", others simply to suit some clients, others are considered intermediaries, temporary or seasonal.

Promotion:

Marketing professionals use these variables to establish a marketing plan. For the marketing plan to be successful, the strategy outlined for the four Ps, should reflect the best value proposal for consumers of a well-defined target market. Marketing management is the practical application of this process.

The Strategies are needed to combine individual methods such as advertising, personal selling and sales promotion in a coordinated campaign. Also, the promotional strategy should be adjusted when a product moves from the initial stages to the end of stage. Strategic decisions should also be taken with respect to each individual method of promotion.

The four factors of marketing mix are interrelated; decisions in one area affect actions in another. To illustrate, the design of a marketing mix is certainly affected by the fact that the company choose to compete on price or on one or more factors. When a company depends on the price as a primary competitive tool, other factors must be designed to support an aggressive pricing strategy. In a competition out of the price area, however, product strategies, distribution and / or promotion come up front.

Referential theoretical

KOTLER, Philip (2000). Marketing Management: Millenium Edition, 10th ed. New Jersey: Prentice Hall.