{"id":58311,"date":"2022-08-24T12:02:11","date_gmt":"2022-08-24T10:02:11","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=58311"},"modified":"2026-02-18T19:23:01","modified_gmt":"2026-02-18T18:23:01","slug":"4-p-marketing-mix","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/4-p-marketing-mix\/","title":{"rendered":"Les 4P del m\u00e0rqueting mix: principals estrat\u00e8gies"},"content":{"rendered":"<p>Les 4P del m\u00e0rqueting mix s\u00f3n un dels pilars fonamentals en el m\u00f3n del m\u00e0rqueting. Encara que b\u00e9 \u00e9s cert que \u00e9s un model que ha anat evolucionant amb els nous h\u00e0bits i tend\u00e8ncies dels consumidors, continua sent una de les bases per definir qualsevol pla de m\u00e0rqueting i estudi de mercat.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/4-p-marketing-mix\/#Que_es_el_marqueting_mix\" >Qu\u00e8 \u00e9s el m\u00e0rqueting mix?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/4-p-marketing-mix\/#Quines_son_les_4P_del_marqueting_mix\" >Quines s\u00f3n les 4P del m\u00e0rqueting mix?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/4-p-marketing-mix\/#Producte_product\" >Producte (product)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/4-p-marketing-mix\/#Preu_price\" >Preu (price)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/4-p-marketing-mix\/#Promocio_promotion\" >Promoci\u00f3 (promotion)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euncet.com\/blog\/ca\/4-p-marketing-mix\/#Punt_de_venda\" >Punt de venda<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Ara b\u00e9, saps realment en qu\u00e8 consisteix i com aplicar-ho en el teu model de negoci? Descobreix m\u00e9s sobre aquesta eina en el seg\u00fcent article.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/que-es-el-marketing-mix.jpg\" alt=\"\u00bfQu\u00e9 es el marketing mix?\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_el_marqueting_mix\"><\/span>Qu\u00e8 \u00e9s el m\u00e0rqueting mix?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El m\u00e0rqueting mix \u00e9s l&#8217;estrat\u00e8gia de m\u00e0rqueting utilitzada per al llan\u00e7ament de nous productes o serveis al mercat. Aquesta eina analitza quatre variables imprescindibles a l&#8217;hora de dissenyar solucions a les necessitats dels consumidors: <strong>producte (<\/strong><strong><i>product)<\/i>, distribuci\u00f3 (<i>place<\/i>), preu (<i>price<\/i>) i promoci\u00f3 (<i>promotion<\/i>).\u00a0<\/strong><\/p>\n<p><b>Et pot interessar: <\/b><a href=\"https:\/\/www.euncet.com\/blog\/ca\/blog-2\/?p=41612&#038;p=58447\" target=\"_blank\" rel=\"noopener noreferrer\">Qu\u00e8 \u00e9s el m\u00e0rqueting estrat\u00e8gic?<\/a><\/p>\n<p>El concepte \u201cm\u00e0rqueting mix\u201d va ser desenvolupat el 1950 per Neil Borden i, durant aquests anys, ha anat evolucionant al mateix temps que que ho han fet les noves necessitats dels usuaris.<\/p>\n<p>El 1960, E. Jerome McCarthy va ampliar aquestes variables a 7, afegint: personal (<i>people)<\/i>, processos (<i>process<\/i>) i palpabilitat (<i>physical evidence<\/i>).<\/p>\n<p>Anys despr\u00e9s, es van passar de 7 a 9 amb la incorporaci\u00f3 de dos nous factors: prop\u00f2sit i <i>partners<\/i> (aliances), encara que a la pr\u00e0ctica les 4P s\u00f3n les principals per tenir present en els plans de m\u00e0rqueting.<\/p>\n<p>Uns altres dels models utilitzats en m\u00e0rqueting basats en les noves necessitats i tecnologies s\u00f3n el model 4C i el model de les 4E:<\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b>El model de les 4 C.<\/b> A difer\u00e8ncia de les variables del m\u00e0rqueting mix, aquest model se centra en el consumidor des de 4 aspectes variables: consumidor (<i>consumer<\/i>), comunicaci\u00f3 (<i>communication<\/i>), cost (<i>cost<\/i>) i conveni\u00e8ncia (<i>convenience)<\/i>.<\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b>El model de les 4 E.<\/b> Aquest model fa un pas m\u00e9s enll\u00e0 i, a m\u00e9s de centrar-se en el consumidor, posa el focus en la seva experi\u00e8ncia una vegada adquireix o utilitza el producte. Per aix\u00f2, es basa en l&#8217;experi\u00e8ncia (<i>experience<\/i>), evangelisme (<i>evangelism<\/i>), intercanvi (<i>exchange<\/i>) i l&#8217;omnipres\u00e8ncia (<i>everyplace<\/i>).<\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>El modelo de las 4 C.<\/strong> A diferencia de las variables del marketing mix, se centra en el consumidor desde 4 aspectos: consumidor (consumer), comunicaci\u00f3n (communication), coste (cost) y conveniencia (convenience).<\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"11\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>El modelo de las 4 E.<\/strong> Este modelo da un paso m\u00e1s all\u00e1 y, adem\u00e1s de centrarse en el consumidor, pone el foco en su experiencia una vez adquiere o utiliza el producto. Para ello se basa en la experiencia (experience), evangelismo (evangelism), intercambio (exchange) y la omnipresencia (everyplace).<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/cuales-son-las-4p-del-marketing-mix.jpg\" alt=\"\u00bfCu\u00e1les son las 4P del marketing mix?\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Quines_son_les_4P_del_marqueting_mix\"><\/span>Quines s\u00f3n les 4P del m\u00e0rqueting mix?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El m\u00e0rqueting mix est\u00e0 compost per 4 eines que s&#8217;utilitzen per dissenyar i dur a terme l&#8217;estrat\u00e8gia de m\u00e0rqueting i aquestes s\u00f3n la promoci\u00f3, el producte, el punt de venda i el preu.<\/p>\n<p>Aquestes variables s\u00f3n aplicables tant per al m\u00e0rqueting tradicional com el m\u00e0rqueting digital, ja que es tracta d&#8217;una part estrat\u00e8gica inherent al m\u00e0rqueting.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Producte_product\"><\/span>Producte (product)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El producte \u00e9s la variable m\u00e9s important de les quatre que formen el m\u00e0rqueting mix. Aquest pot ser un producte f\u00edsic, un servei o una experi\u00e8ncia i ha d&#8217;estar dissenyat per a satisfer les necessitats dels clients i dels potencials consumidors. \u00c9s el protagonista del pla d&#8217;accions, per la qual cosa \u00e9s important disposar de la major quantitat d&#8217;informaci\u00f3 possible per ajustar les seves prestacions a les demandes.<\/p>\n<p>Per aix\u00f2, existeixen diferents nivells de producte segons el grau de desenvolupament i complexitat que desitgi oferir l&#8217;empresa:<\/p>\n<ul>\n<li><b style=\"font-family: Georgia, 'Times New Roman', 'Bitstream Charter', Times, serif; font-size: 16px;\">Producte essencial.<\/b> \u00c9s la funci\u00f3 m\u00e9s b\u00e0sica del producte, la seva ess\u00e8ncia.<\/li>\n<li data-leveltext=\"\uf02d\" data-font=\"Symbol\" data-listid=\"12\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b>Producte real. <\/b>Aquest punt inclou m\u00e9s caracter\u00edstiques i variables com s\u00f3n l&#8217;embalatge, la qualitat del producte, la marca, l&#8217;aspecte f\u00edsic&#8230;<\/li>\n<li data-leveltext=\"\uf02d\" data-font=\"Symbol\" data-listid=\"12\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b>Producte ampliat.<\/b> En aquest cas, a m\u00e9s de l&#8217;anterior, s&#8217;afegeix el valor afegit de la complementarietat de serveis que millorin l&#8217;experi\u00e8ncia de l&#8217;usuari. Un exemple d&#8217;aix\u00f2 seria el servei t\u00e8cnic postvenda o les facilitats en el finan\u00e7ament.<\/li>\n<\/ul>\n<p>Dins de la variable del producte tamb\u00e9 es t\u00e9 en compte l&#8217;aspecte del \u201ccicle de vida del producte\u201d. Aquest concepte fa refer\u00e8ncia a la identificaci\u00f3 de la fase en la qual es troba el producte en el mercat. Segons la fase del cicle de vida en la qual es trobi, l&#8217;estrat\u00e8gia ser\u00e0 una o una altra:<\/p>\n<ul>\n<li><b>Introducci\u00f3 o llan\u00e7ament. <\/b>Aquesta fase \u00e9s la de major risc i incertesa, ja que \u00e9s quan es llan\u00e7a per primera vegada al mercat el producte desenvolupat.<\/li>\n<li><b style=\"font-family: Lato, sans-serif; font-size: 15px;\">Creixement.<\/b> En aquesta segona fase, el producte ja es posiciona en un determinat segment del mercat i comen\u00e7a a ser acceptat pels consumidors.<\/li>\n<li><b style=\"font-family: Lato, sans-serif; font-size: 15px;\">Maduresa.<\/b> En aquest punt, el producte ja ha assolit el pic m\u00e0xim de vendes, per la qual cosa comen\u00e7a a decaure el ritme de vendes. Ja comen\u00e7a a competir amb altres marques i productes substitutius.<\/li>\n<li><b style=\"font-family: Lato, sans-serif; font-size: 15px;\">Declivi.<\/b> Quan les vendes decauen i la compet\u00e8ncia comen\u00e7a a guanyar quota de mercat, el producte entra en fase de declivi.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Preu_price\"><\/span>Preu (price)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Fixar el preu del producte \u00e9s un altre dels aspectes fonamentals en l&#8217;estrat\u00e8gia de m\u00e0rqueting. De res serveix fer-ho de manera aleat\u00f2ria, ja que aix\u00f2 pot suposar un gran frac\u00e0s.<\/p>\n<p>S&#8217;ent\u00e9n per preu la quantitat de diners estipulada perqu\u00e8 el consumidor pugui adquirir o tenir dret a l&#8217;acc\u00e9s d&#8217;un producte o servei concret.<\/p>\n<p>Encara que per molts sigui un \u00fanic valor, tamb\u00e9 \u00e9s un aspecte que comunica i genera percepcions en els consumidors i la seva decisi\u00f3 de compra, ja que cal saber els preus que estan disposats a pagar. Existeixen diferents tipus d&#8217;estrat\u00e8gies de preus, dependent de si es basen en:<\/p>\n<ul>\n<li data-leveltext=\"\uf02d\" data-font=\"Symbol\" data-listid=\"14\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b>Costos<\/b>. Pot aplicar-se considerant el cost m\u00e9s el marge de benefici, el marge en el preu o el benefici objectiu.<\/li>\n<li data-leveltext=\"\uf02d\" data-font=\"Symbol\" data-listid=\"14\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b>Demanda<\/b>. En aquest model de fixaci\u00f3 de preu, els principals factors s\u00f3n el mercat i l&#8217;elasticitat de la demanda. Com a variables, en aquest model es t\u00e9 en compte la percepci\u00f3 de la qualitat, \u00e9s a dir, la relaci\u00f3 qualitat-preu, els productes substitutius que existeixen&#8230;<\/li>\n<li data-leveltext=\"\uf02d\" data-font=\"Symbol\" data-listid=\"14\" data-list-defn-props=\"{\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b>Compet\u00e8ncia<\/b>. Finalment, un altre model aplicable a l&#8217;estrat\u00e8gia \u00e9s el basat en la pr\u00f2pia compet\u00e8ncia, \u00e9s a dir, en comparar les seves estrat\u00e8gies, la imatge, els productes i el preu i, en funci\u00f3 de l&#8217;an\u00e0lisi, fixar els propis.<\/li>\n<\/ul>\n<p>Altres estrat\u00e8gies que es poden realitzar en la fixaci\u00f3 de preus s\u00f3n definir un preu alt en la fase d&#8217;introducci\u00f3, aconseguir major penetraci\u00f3 en el mercat fent tot el contrari en optar inicialment per un preu baix, o b\u00e9 utilitzar una estrat\u00e8gia de preus de prestigi per refor\u00e7ar el reconeixement i estatus de la marca.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Promocio_promotion\"><\/span>Promoci\u00f3 (promotion)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Aquesta variable t\u00e9 en compte com es dona a con\u00e8ixer el producte o servei. \u00c9s important analitzar i establir la comunicaci\u00f3 que existir\u00e0 entre la marca i el p\u00fablic objectiu. Aquesta estrat\u00e8gia de m\u00e0rqueting inclou la publicitat, la promoci\u00f3 de vendes, aix\u00ed com les relacions p\u00fabliques i el m\u00e0rqueting directe.<\/p>\n<p>Aquestes accions han de donar a con\u00e8ixer i contribuir en la creaci\u00f3 de la marca. Per aix\u00f2, s&#8217;haur\u00e0 de crear estrat\u00e8gies segons les especificitats dels consumidors aplicant el <i>inbound marketing<\/i>, una t\u00e8cnica de fidelitzaci\u00f3 poc invasiva que permet promocionar la marca i els productes oferint un valor afegit a l&#8217;usuari.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Punt_de_venda\"><\/span>Punt de venda<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Finalment, la quarta P \u00e9s el punt de venda. Preguntar-se els canals de distribuci\u00f3, \u00e9s a dir, com es far\u00e0 arribar el producte o servei al consumidor, \u00e9s un altre dels factors a considerar en l&#8217;estrat\u00e8gia de m\u00e0rqueting. Tamb\u00e9 cal tenir definit el client ideal o <i>buyer person<\/i>a per poder formar l&#8217;estrat\u00e8gia segons els seus h\u00e0bits de consum.<\/p>\n<p><b>Et pot interessar:<\/b><strong> <a href=\"https:\/\/www.euncet.com\/blog\/ca\/?p=58307\" target=\"_blank\" rel=\"noopener noreferrer\">Qu\u00e8 \u00e9s el trade marketing? Claus per l\u2019\u00e8xit\u00a0<\/a>\u00a0\u00a0<\/strong><\/p>\n<p>Dins de les estrat\u00e8gies de distribuci\u00f3, podem distingir 3 tipus: intensiva (m\u00e0xim nombre d&#8217;establiments per abastar el m\u00e0xim nombre de punts de venda), selectiva (nombre redu\u00eft de punts de venda que han de complir amb uns requisits determinats) i exclusiva (el distribu\u00efdor t\u00e9 l&#8217;exclusiva del producte).<\/p>\n<p><a href=\"https:\/\/www.euncet.com\/ca\/executive-education\/postgrau-direccio-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2023\/02\/3-PDM-H-2.gif\" alt=\"\" width=\"750\" height=\"200\" \/><\/a><\/p>\n<p>Ara que ja saps les bases per aplicar el m\u00e0rqueting mix en el teu pla estrat\u00e8gic, no et perdis el <a href=\"https:\/\/www.euncet.com\/ca\/masters\/tecnologies-aplicades-al-marqueting\/\" target=\"_blank\" rel=\"noopener noreferrer\">M\u00e0ster en M\u00e0rqueting de l\u2019Euncet Business School<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les 4P del m\u00e0rqueting mix s\u00f3n un dels pilars fonamentals en el m\u00f3n del m\u00e0rqueting. Encara que b\u00e9 \u00e9s cert que \u00e9s un model que ha anat evolucionant amb els nous h\u00e0bits i tend\u00e8ncies dels consumidors, continua sent una de les bases per definir qualsevol pla de m\u00e0rqueting i estudi de mercat. Ara b\u00e9, saps [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":54781,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-58311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Aplica les 4P del M\u00e0rqueting Mix a la teva empresa | Blog Euncet<\/title>\n<meta name=\"description\" content=\"Descobreix les 4P del m\u00e0rqueting mix per comprendre les variables clau de la teva empresa i millorar-les. 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