Marketing Mix

• The set of controllable tactical marketing

tools-product, price, place, and promotion-
that the firm blends to produce the response
it wants in the target market
• The marketing Mix consists of everything the
firm can do to influence the demand for its
product
• The many possibilities can be collected into
four groups of variables known as the ‘four
Ps”: product, price, place, and promotion
 Marketing Mix
• Product: The goods-and-service combination
the company offers to the target market
• Price: The amount of money customers have
to pay to obtain the product
• Place: company activities that make the
product available to target consumers
• Promotion: all the activities that communicate
the merits of the product and persuade target
customers to buy it
Marketing Mix
 Product
• Variety
• Quality
• Design
• Features
• Brand Name
• Packaging
• Service
 Price
• List price
• Discounts
• Allowances
• Payment period
• Credit terms
 Promotion
• Advertising
• Personal selling
• Sales promotion
• Public relations
 Place
• Channels
• Coverage
• Assortments
• Location
• Inventory
• Transportation
• Logistics
 Integrated Marketing Programme

• An effective marketing program blends all of

the marketing mix elements into an
integrated marketing program designed to
achieve the company’s marketing objectives
by delivering value to customers
• The marketing mix constitutes company’s
tactical tool kit for establishing strong
positioning in target markets
 Criticism

• Four Ps concept takes the seller’s view

of market, not the buyer’s view
• Buyer’s view replaces 4Ps by 4Cs
Four Cs are
1. Customer solution
2. Customer cost
3. Convenience
4. communication
 4Ps and 4Cs
1. Product = Customer solution
2. Price = Customer cost
3. Place = Convenience
4. Promotion = Communication

Marketers must think through the four Cs

first and then build the four Ps