MARKETING MIX

• Commonly known as 4 P’s of Marketing

1. Product
2. Price
3. Place
4. Promotion

Each of the above have their own

dimensions

MARKETING PRINCIPLES
 MARKETING MIX
• As per Robert Lauterborn 4 Ps of
Marketing are from Seller’s perspective
and they correspond to 4 Cs of
Customer
• Four Ps Four Cs
Product Customer Solution
Price Customer Cost
Place Convenience
Promotion Communication
MARKETING PRINCIPLES
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PRODUCT
• Product Variety
• Quality
• Design
• Features
• Brand Name
• Packaging
• Services
• Warranty
MARKETING PRINCIPLES
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PRODUCT
EXISTING RANGE
• Extend ?
• Reduce / Prune ?
• Improve
NEW RANGE
• Develop ?
• License
• Purchase

MARKETING PRINCIPLES
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PLACE
• Channels - Intermediaries (Motivation)
• Coverage
• Locations
• Inventory
• Transport

MARKETING PRINCIPLES
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PROMOTION
• Sales Promotion
• Advertising
• Publicity
• Personal Selling

MARKETING PRINCIPLES
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PRICE
• List Price
• Discounts
• Payment Terms
• Credit Terms

MARKETING PRINCIPLES
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PRICING POLICIES
• Price Premium
• Discount Pricing
• Marginal Pricing

MARKETING PRINCIPLES