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We arrive at a more representative set that encompasses modern marketing realities: people, processes, programs, and performance, as in second picture. These new four Ps actually apply to all disciplines within the company, and by thinking this way, managers more closely align themselves with the rest of the company.

The Four P Components of the Marketing Mix.
Many years ago, McCarthy classified various marketing activities into marketing-mix tools of four broad kinds, which he called the four Ps of marketing: product, price, place, and promotion. The marketing variables in front of each P are shown in post.