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The 4P
Classificationof the
MarketingMix Revisited
McCarthy's 4P classification of the marketing mix instruments has received wide acceptance in past de-
cades. In recent years, however, increasing criticism has been voiced, among other reasons because of
its inherent negative definition of sales promotion and its lack of mutual exclusiveness and collective
exhaustiveness. The authors evaluate the 4P classification against the criteria proposed by Hunt and
present an improved classification.
You are right to question the classical principles. All ways to further inquiry. This pattern is highly visible
principles should be subjected to the closest exami- in marketing, where the earliest schools of thought cut
nation with respect to both logic and factual rele- through the "wilderness of actual trade and market-
vance.
ing" by drawing categories of actions and functions,
-Paul A. Samuelson institutions, and products (Grether 1967, p. 313; Sheth,
Gardner, and Garrett 1988). Taxonomical issues in
McCarthy's classification is especially useful from a marketing are considered not only extremely impor-
pedagogical point of view. Nevertheless, the feeling tant, but also extremely difficult (Hunt and Hunt 1982).
remains that some other classification, still to be born,
will develop better conceptual distinctions among the According to Venkatesh (1985, p. 62), marketing has
large variety of marketing decision variables. very few carefully developed classificational sche-
Kotler mata, which contributes to "our inability to climb the
-Philip
theoretical ladder in any significant way." In this ar-
ticle, we address what can safely be considered the
THE philosophy of science has always considered
prime classificational scheme in marketing, the 4P
classificational schemata of paramount impor-
configuration of the marketing mix. The concept of
tance. Especially in the early development stages of the marketing mix is one of the basic ideas of mar-
a discipline, listings and taxonomies are used as path-
keting. Nevertheless, its pragmatically developed and
widespread 4P classification does not fulfill the re-
WaltervanWaterschoot is AssociateProfessor
of Marketing,UFSIA, quirements of a good taxonomy. It goes without say-
Universityof Antwerp. ChristopheVanden Bulteis Researchand
TheVlerick Schoolof Management, ing that this is an awkward situation. The marketing
TeachingAssociate, of
University
Ghent.Theauthors expresstheirgratitude
to Roseline
Voetforresearch discipline needs a strong classification of the market-
assistance.TheyfurtherthankProfessorsJacquesde Rijcke,Els ing mix, not only to stimulate conceptual integration
PeterLeeflang,
Gijsbrechts, andJos VanAcker, as wellas threeanon- and purification of the discipline, but also for mean-
ymousJMreviewers, forhelpfulcomments on previousdrafts.
Theau- ingful measurement of marketing mix efforts and their
thorsarealso gratefulto DirkNoel,HylkeVandenbussche, andMike effects. Also, managers need a clear classification of
Willeyforeditorial
help.
all instruments at their disposal in order to assess and
Journal of Marketing
Vol. 56 (October 1992), 83-93 4P Classificationof the MarketingMix/ 83
84 / Journalof Marketing,October1992
86 / Journalof Marketing,October1992
88 / Journalof Marketing,October1992
TABLE 1
Relative Importance of Diverse Marketing Mix Instruments in the Fulfillment of
Generic Marketing Functions
Generic Product Price Distribution Communication
Function Instruments Instruments Instruments Instruments
of
Configuration something valued by the xxxxx x x x
prospective exchange party
Determination of the compensation and x xxxxx x x
sacrifices to be brought by the prospective
exchange party
Placing the offer at the disposal of the x x xxxxx x
prospective exchange party
Bringing the offer to the attention of the x x x xxxxx
prospective exchange party and influencing
its feelings and preferences about it
90 / Journalof Marketing,October1992
REFERENCES
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92 / Journalof Marketing,October1992
4PClassification
of theMarketing
Mix/ 93