Marketing Mix

4,040 views
3,933 views

Published on

Thanks to the authors

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,040
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
59
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Marketing Mix

  1. 1. Marketing Management Process Marketing Mix Coined by James Culliton, Popularized by Niel H.Borden
  2. 2. Marketing Mix {4 P’s of Marketing.} <ul><li>The marketing mix refers to the apportionment of effort, then combination, the designing and the integration of the elements of marketing into a programme or mix which on the basis of an appraisal of the market force will best achieve the objectives of an enterprise at a given time. </li></ul><ul><li>Marketing Mix denotes a combination of various elements which in their totality constitute a firm’s marketing system . </li></ul><ul><li>These elements are – Product, Price, Place and Promotion., described as 4P s by Jerome Mc Carthy a US Prof.of mktg. </li></ul>
  3. 3. <ul><li>The marketing man is a decider and an artist- a mixer of ingredients, who, sometimes follows a recipe developed by others and sometimes prepares his own recipe., and some times he adapts his recipe to the ingredients that are readily available and sometimes invents some new ingredients, or, experiments with ingredients as no one else has tried before . </li></ul><ul><li>Marketing is an interaction b/w marketing mix and environmental variables. Using the marketing mix variables, the marketing manager tackles the environmental variables . </li></ul>
  4. 4. <ul><li>. </li></ul>PRODUCT Pdt variety Quality Design Brand name features PRICE List price Discounts Credit terms Payment period PLACE Channels Coverage Locations Inventory transport PROMOTION Sales promotion Advertising PR Direct Mktg <ul><li>Marketing Mix </li></ul>
  5. 5. Elements of the Marketing Mix <ul><li>Product </li></ul><ul><ul><li>Number to produce </li></ul></ul><ul><ul><li>Physical features </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Number of different models </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Brand name </li></ul></ul><ul><ul><li>Guarantees/services </li></ul></ul><ul><ul><li>Image </li></ul></ul>
  6. 6. Elements of the Marketing Mix <ul><li>Price </li></ul><ul><ul><li>High enough to cover costs of producing/marketing product </li></ul></ul><ul><ul><li>Number competing of competing products/their prices </li></ul></ul><ul><ul><li>Demand for product </li></ul></ul><ul><ul><li>Sold for cash or credit </li></ul></ul><ul><ul><li>Discounts, coupons, other promotions </li></ul></ul>
  7. 7. Elements of the Marketing Mix <ul><li>Place (Distribution) </li></ul><ul><ul><li>Choosing routes products will follow and businesses that will sell them </li></ul></ul><ul><ul><li>Physical handling of products </li></ul></ul><ul><ul><li>Customer service in processing orders </li></ul></ul>
  8. 8. Elements of the Marketing Mix <ul><li>Promotion </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Personal selling </li></ul></ul><ul><ul><li>Sales promotion </li></ul></ul>For Sale!
  9. 9. Factors affecting marketing mix <ul><li>1- Market factors like </li></ul><ul><li>consumer behavior (needs, will, preferences etc of consumers) </li></ul><ul><li>competition , (basis of competition, no. of competitors, quality & characteristics of competitors products, etc) </li></ul><ul><li>the pattern of distribution system, </li></ul><ul><li>government control , etc, </li></ul>

×