Elements of Marketing Mix in one-to-one Marketing

The elements of marketing mix are critical components that serve as a road map for delivering the product to the customer in the most accurate way. McCarty’s elements of marketing mix, which are generalized to 4P (product, price, place, promotion) with a product-oriented approach, have risen to 7P (product, price, place, promotion, people, physical environment and process) due to the development of the service sector and the human factor as an important element in marketing services. The marketing mix elements of product-focused are replaced by marketing mix elements of customer-focused after businesses move toward a relational marketing approach. These marketing mix elements of customer-focused, called 4C (customer value, customer costs, customer convenience and customer communication), are inadequate when considering the steps of one to one marketing, although they are adaptable to one to one marketing. Peppers and Rogers have suggested ‘5I’ (identification, individualization, interaction, integration and integrity) as marketing mix for one to one marketing because 4P does not respond to the needs of one to one marketing. This study suggests nine elements of marketing mix which are based on the marketing mix that exist in the literature, are prepared within the context of one to one marketing and provide a road map for the implementation of the steps of one to one marketing. These elements, called 3CIP of one to one marketing in the study, are customer communication, customer value, customization, individual customer, individual price, individual place, product, purple cow and pleasure.

Anahtar Kelimeler: One to One Marketing, Marketing Mix, Customer Oriented

The elements of marketing mix are critical components that serve as a road map for delivering the product to the customer in the most accurate way. McCarty’s elements of marketing mix, which are generalized to 4P (product, price, place, promotion) with a product-oriented approach, have risen to 7P (product, price, place, promotion, people, physical environment and process) due to the development of the service sector and the human factor as an important element in marketing services. The marketing mix elements of product-focused are replaced by marketing mix elements of customer-focused after businesses move toward a relational marketing approach. These marketing mix elements of customer-focused, called 4C (customer value, customer costs, customer convenience and customer communication), are inadequate when considering the steps of one to one marketing, although they are adaptable to one to one marketing. Peppers and Rogers have suggested ‘5I’ (identification, individualization, interaction, integration and integrity) as marketing mix for one to one marketing because 4P does not respond to the needs of one to one marketing. This study suggests nine elements of marketing mix which are based on the marketing mix that exist in the literature, are prepared within the context of one to one marketing and provide a road map for the implementation of the steps of one to one marketing. These elements, called 3CIP of one to one marketing in the study, are customer communication, customer value, customization, individual customer, individual price, individual place, product, purple cow and pleasure.

Keywords: One to One Marketing, Marketing Mix, Customer Oriented