Download THE MARKETING MIX

THE MARKETING MIX
INTRODUCTION
Marketing mix is the blend or the compound
of all the marketing efforts houring round
the four ingredients namely product, price,
promotion and place. These ingredients are
interrelated and all revolve round potential
consumer satisfaction as the focal point. A
marketing mix so evolved is not stagnant but
changing in tune and tone of changing internal
and external forces.
PRODUCT
PLACE
ELEMENTS
OF
MARKETING
PROMOTI
ON
PRICE
PRODUCT
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Product planning
New product development
Product features
Product variety
Branding
Packaging
Labelling
Standardisation & Grading
After Sale Services
PRICE
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Pricing Objective
Pricing Policies
Price Fixation
Discount Policy
Concession Policy
Payment Period
Credit Terms
Profit Margin
Installment Payment
PROMOTION
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Advertising
Personal Selling
Sales Promotion
Public Relations
Dealers Aids
Customer Aids
Sales Contests
Displays
Demonstration
PLACE
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Distribution Channel
Inventory Level
Warehousing
Physical Distribution
Transportation
FACTORS AFFECTING MARKETING MIX
UNCONTROLLABLE FACTORS
1. Consumer
behaviour
2. Competitor’s
Behaviour
3. Intermediaries’s
Behaviour
4. Government’s
Behaviour
CONTROLLABLE FACTORS
1.
2.
3.
4.
5.
Product policy
Branding policy
Packaging policy
Pricing policy
Promotion policy