2. Layout
• Meaning
• Elements
• PRODUCT - Product mix, product line – product life
cycle – product planning – new product development
– branding - packing and packaging.
• PRICING – factors influencing pricing, methods of
pricing (only Meaning), and pricing policy
• PHYSICAL DISTRIBUTION - Meaning, factors
affecting channels, types of marketing channels
• PROMOTION –Meaning and significance of
promotion – personal selling and advertising.
3. Marketing Mix
• Think about another common mix - a cake
mix.
• All cakes contain eggs, milk, flour, and
sugar.
• However, you can alter the final cake by
altering the amounts of mix elements
contained in it.
• So for a sweet cake add more sugar!
4. Marketing Mix
• First, the firm chooses the product to meet
the identified need of the target segment.
• Second, the right distribution channel is
used to make the product available.
• Third, the firm undertakes eye catching
promotion.
• Fourth, the price platform is acceptable to
the customer & firm.
