Elements of Marketing Mix in one-to-one Marketing

Theelements of marketing mix are critical components that serve as a road map fordelivering the product to the customer in the most accurate way. McCarty’selements 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 thedevelopment of the service sector and the human factor as an important elementin marketing services. The marketing mix elements of product-focused arereplaced by marketing mix elements of customer-focused after businesses movetoward a relational marketing approach. These marketing mix elements ofcustomer-focused, called 4C (customer value, customer costs, customerconvenience and customer communication), are inadequate when considering thesteps of one to one marketing, although they are adaptable to one to onemarketing. Peppers and Rogers have suggested ‘5I’ (identification,individualization, interaction, integration and integrity) as marketing mix forone to one marketing because 4P does not respond to the needs of one to onemarketing. This study suggests nine elements of marketing mix which are basedon the marketing mix that exist in the literature, are prepared within thecontext of one to one marketing and provide a road map for the implementationof the steps of one to one marketing. These elements, called 3CIP of one to onemarketing in the study, are customer communication, customer value,customization, individual customer, individual price, individual place,product, purple cow and pleasure.