CHAPTER 5

The Markketing Mir

BACKGROUND

External environment is beyond control. However, the marketing organisation exists an

antinues to operate in the environment. Therefore, Marketing Manager has to struggle to control
internal environmental factors. He has control over these namely four P's of mix namely, product,
nrice, promotion and place. This chapter concentrates on this-its meaning, importance, variables
and chapter ends with Chapter Based Questions.
WHAT IS MARKETING-MIX
the implications of the
The key to understand integrated marketing to-day is to understand
word of the word 'strategy'. A 'strategy' is what you
are going to do; a marketing strategy is the
the much desired direction for allocating the
link between a product and the market; it provides
the tools of marketing management.
marketing effort. It is translated into an action plan through
These tools are called as 'Marketing Mix'.
together Individually, they are Product, Price Promotion
and Place.

DEFINITIONS
mix' goes to Professor N.H. Borden of
The credit of introducing this concept of 'marketing
refers to two things; (a) a list of important
Harvard Business School of America. In his words, it
and (b) the list of forces having
elements or ingredients that make up this marketing programme,
bearing on the marketing operations.
to induce
devices which might be employed
marking mix is composed of a large battery of -Professor Keely and Lazar.
consumers to buy a particular product".
decision variables; the seings
The firm's task is to find the best solution for its marketing -Professor Philip Kotler.
constitute its "marketing mix. variables,
namely-product variables. price
2arketing is the pack of four sets of variables -Mr. Jerome McCarthy.
promotion variables and place variables. ettorts
of all the marketung
blend the compound
W o r d s , marketing mix is the
or
These ingredients
and
promotion
round the four ingredients namely product, price, satisfacation place
as the tocal pon
a nerrelated and all revolve round potential consumer
in marketing programme
o
atan
e

and resources utilised

hc mixes relating to inputs volume-market share
and So
on.
such as profit-return on capital employed-sales
Mn DJectives consumer desire
into demand and converüng
o r t s involve good many decisionsto convert These decisions are vita! innumerable
n t o cash-inflow over a shorter period of
time. that Sense, marketing
variables product-price- promotion and place. In
marketing
anagement is the crucial task of marketing mix decision making
 The Marketing Mi
5.2
service is created by blending controlla.able
A marketing mix for particular product or a
a
ot time in order to secure th
marketing factors into an integrated programme for a particular period
In
Is the set of
marketing mix controllaki.
lable
goals preset through c o n s u m e r satisfaction.
essence,

variables that the fim can use to influence the buyer's response.
A standard or optimal mix evolves from the creative blending of the ingredients so that th
favourable to the attainment of marketin
product is offered to the market under conditions most
objectives. Marketing mix is a lucrative formula of modern marketing operations. A marketing
mix so evolved is not stagnant but changing in tune and tone of changing internal and external forces
On one side, changes in respect of consumer, competition, trade and environment keep the marketino
mix dynamic; on the other side, the elements within the marketing mix are constantly interchanging
themselves: they are interdependent and mutually supporting one another, thus reinforcing the dynamic
nature of marketing mix. Further, the dynamic nature of marketing mix is quite evident from the
fact each marketing firm has its unique marketing mix. Such inter-firm deviation arises due to the
differences in product lines. markets, the extent and nature of competition and the philosophy so
associated.

THE ELEMENTS OF MARKETING MIX

The fore going explanation made it amply clear that marketing mix is made up of four elements
namely PRODUCT, PRICE, PROMOTION and PLACE that constitute the heart of marketing decisions
from the angle of marketer. However, these can be four C's from the angle of consumers. Thus.
whatProduct is far marketer is *Consumer Needs and Wants'" for consumers;'Price" is for
marketer is "Cost to the Customer"; "Promotion'" is for marketer is
"Communication'" for the
customer and what Place' is for marketer is *Convenience'" for
*

the customer. Precisely, marketing

mix is the master-mix of sub-mixes
namely, Product mix, Place mix, Price mix, Promotion mix and
as a set of
good many variables. These elements of marketing decisions over which the firm has
control. Hence, marketing mix
of each elements of
signifies internal controllable forces. Following is detailed analysis
marketing mix.
I. THE PRODUCT-MIX
The product is the focus of
making and marketing efforts. Product is the sum-total of physical
and psychological satisfaction it provides to the buyer. 1) For instance, a car in a
fabricated conveyance powered physical sense, is a
by gasoline engine which its
teenager, with its driving licence, it is a sign that he is no people
a
form one place to another. To
longer a
particular make is an indication of success in his life boy--but
a fully
io his tather, a grown-up man
1s the sum-total
of parts like--materials
as a status symbol. A product
used in its construction and its ability to
its brands and
the intangibles associated with perform, packaguig.
its
it-all that speak about its personality or
product-mix is the composite of products offered for sale
by the firm, over period of
image. The
The Product Mix time
The
Variables
product mix has the following
1. The
important variables and deserve a brief outlining
Product-line and Product range Product-line' is a group of
products which are able to satisfy
a class of need, to be used closely related
groups, to be moved together, to be sold to the same consumer
through the same distribution channels or fall
within a
product line. Thus. God1cj company has product-line given price ranges. Each
firm has its own
soaps, detergents, fridges, furniture, machine
tools, soft-frinks. and so on.
consisting of-vanaspati.
the entirc range of
products manufactured by the firm. That is, taking a Product-line stands for
set, we have so
many companies in India and other countries particular product say, TV
closely related products. manufacturing and selling along with
Precisely, it speaks of the width of the product mix.
of the depth of Product range' on the other hand,
specialisation in terms of varieties based on consumer speaks
pockets and functional
 5.3
The Marketing Mir

players vidco and

ements. Thus, Sony
Corporation of Japan has countless models of TV sets,
than
calculators numbering more
rersCasio Corporation of Japan has given widest range of which started with "sacred
Take famous case of Coca Cola Company of America
r e c o r d e r s ;

one thousand.

and Family'" size bottles of 10 and

But, today, it has two sizes "King"
bottle by 1954 as grape root-bec
named as Sprite"Tab'" and range of Fanta flavour such
Oz.,
6.5
s i n wide range
Kirloskers give oil engines in the range
of 0.5 HP
both in bottles and cans. In India
orange-ginger bo

10 2.000 HP. way

a
designing the product
in
The marketing decisions start with
2 Product Design: the sale of many
consumer. Product design is an important factor in

by the target from ornamentation and leaning

towards
which is required in the product appearance is away
aroducts. The trend
pr construction. The form, the colour and the
line of all the products
in form and Products designed properly
oreater simplicity and functional utility.
to give greater proportion, beauty therefore,
are being planned and appeal; good design;
attractiveness, ease of operation, safety reduces
enhance their utility, features permit higher prices
volume, provides advertising and selling
sales charges.
increases
m i n i m i s e s service
and reduces transportation
garment,
manufacturing costs,
almost all the c o n s u m e r
goods-be it a ready
feature in merchandise
Design is a major selling an automobile.
silverware or even
Similarly, style
items, wall paper, influenced by-
draperies. millionary movement.
Product design is
to go as per style
texture,
manufacturers are colour, finish,
proportions,
appearance
determined by size, shape,
features that appeal
to the consumer
senses

1. External and other physical

ornamentation
dimensions,
distinctiveness.
and user greater convenience
of beauty-utility and materials to give the
of parts life, m o r e mobility.
2.
C o n s t r u c t i o n - t h e arrangement
in operation, durability and longer
cost.
m a i n t e n a n c e , economy above all lower
c a s e of
satisfaction, higher
reliability and to make design
economic

greater
aesthetic and the personeel
Production capacity-the ability of the plant
3. the facilities.
and profitable.
that enables the
producer to purchase product.
new and improved
sufficient
capital-so a
4. Available materials to make and
tools and its appearance
and the necessary considered in designing
equipment should be to the users.
for a product util1ty and
usefulness

5. Uses or applications features so as to provide greater

construction
internal range of to a family
must conform

other products
in the line the design
6. Rclationship to mechanical
service
construction and appearance,
products. in relation to the
. Service requirements
designs.
required, and company product
and maintenance
has deeper bearing on the products, patents
design, m a n u f a c t u r e r s of style
8. The comperitor's of
problem in merchandising,
designs originate
common

design pirating is a product

hough protection.
New or improved Even consulung
design engineers,
COpynghts do provide s o m e manufacturers.
A good design
departments of ideas.
Tesearch, styling and
development of original
consumers
are the sources

distributors and researchers.

materials, and
S O of engineers, designers packages for
the products.
ne outcome of team-work
the human-beings soare or
Whatcloths are to is the group
Packaging general
Product Package: the product. has the pride of
wrapper used to house A good package
is the container or a
ge wrappers
for the products. convenience
to the consumers,
the container or
aesigning
n provides
nlac nerchandising the products.
because it protects
iiñcreases economy and communicates. freshness and
Tiavour, insure
preserve
loss trom handling
deterioration,
the products against
diminish
protect conditions,
aCkages due to climatic convenie nience to both the
loss and physical changes It provides
greater
and oporation
the amount of shopworn
merchandise.
ciean ald sallary, make possible
mers and dealers. For consumers, packages keep products
 The Marketing Miu
5.4
For dealers-packages are helpino
easy storage and handling. help in quick identification. them for
facilitate inventory control and make possihla.
time and in selling,
easy handling,
store displays.
save money
attractive
An package in a self-serve
Attractive packages are havingcommunicating value. attractive
store helps the consumers to identify the product, builds consumer confidence, describes merite e
limits of products and encourages impulsive buying. Thus, it makes possible casy brand
merits and
identification
prevents substitution and short weight and an element of advertising and sales-promotion. Park
design is a significant factor in successful merchandising. Good package design includes such elements
as
size-colour-shape-material- construction-closure-copy- and illustration. These elementsm
package a silent salesman. While designing a new or redesigning an old package, the
must take into account the nature of product, the cost of manufacturers
packaging, product family resemblence
packaging materials, advertising value of packaging, size and price and above all the legal
4. Product Quality: Establishment and control
requirements
of quality standards is a basic step in
merchandising. Generally, specific grades or standards quality are established for
by agreement among the producers or by law. These products either
like-colour, texture, flavour, weight, finish,
product quality standards are based on factors
and the other physical features appearance, size, shrinkage, strength, shape, moisture
depending the nature of the product. Once the standards of
on
are established
by the manufacturer, continuous efforts are made to see that quality
the
quality depends on proper design, engineering, products conform to
the standards so set. Product
manufacturing processes, worksmanship and packaging. choice of materials
5. Product
Labelling: A product label
may be either descriptive, informative,
designating or a combination of these. Labels are fixed to products to
grade
their ingredients,
quantty, quality, and other characteristics. A identify them and to describe
the contents of the
package or the ingredients of the product. Thus descriptive label is one that describes
the contents by size, a tin of
weight, number of pieces, syrup, and
'Rasgullas' may describe
label may include cups number of servings. An informative
and how to use it for
deseriptive material, but it informs primarily the users how
best results. A the product is made
product conforms. In any country, grade label designates the ISI
standard mark to which the
so that the
manufacturer is to
lebelling is mandatory in case of
food, drug and cosmetic
expiry date, lot or batch number,give details of his name, place of manufacture, date of manufacture.
the products
6. composition and so on.
Product
the risk inherent Branding: The brand image is the
in modern business part of a complex activities used to reduce
by creating a degree of
very true as we
say Emami' talk or
experience that today people do not want justloyalty among the customers. This 1s
say Pond's dream-flower'. What
a
face-powder but a particular brand
is true of this
consumer durable and
non-durable products. It applies to industrial face-powder is true of all the
a
mark, a name, a goods also. A brand is a symbo
communication
product image, a quality, a value, a which brings about an identity of a given product. A brand is a
or brands personality.
composed of letters, numbers, words and
Products are identified and labelled
with trade-marks
easy to remember, designs.
pronounce, describe the product or its use,
A good brand
name is one whichis
and
compliment with legal sanction. suggests product quality distinctive
7. After-sale Services and
appliances, equipments Guarantees With every increase in
and gadgets, there is the use
guarantees and warrantees against defect,
inherent need for after-sale of machinery.
services such as installation,
Manufacturers of machines, instruments, servicing, repairs, spare-parts, maintenance and
service policyand a gadgets and technical
plan for servicing their
the like.
equipments will have to establish
sales asset. It is
instrumental in securingequipments after sale. Mechanical
service is an
advertising. The heart of sound
service
repeat sales, customer
goodwill and a word of
important
the
producer's policy is the product guarantee or warranty which mouth
from one year liability
for defects in materials
to five
years under normal
or
worksmanship over a certain period of time defines
circumstances. ranging
TieMarkering Mir

5.5
anufacturer
Every manufacturer should determine as to who
responsibility of manufacturer or distributorshallor be responsible for service
wholesaler
to customers.
may
depends on
ors like nature of producl-the
amount and
of retailer. Such a decision
er. In case the middlemen are type of service required and the resources
ofthemanu
responsible, the manufacturer should train those in
the areas of after-sale services such as
installation,servicing and maintenance.
THE PLACE MIX
.
lco or distribution
mix stands for the
matching
services from the producers to the consumers. It is arrangement
for the smooth flow of
concerned with creation of
goods
and sc tilities. In other words, it signifies two things place, time and
channels of distribution. namely-physical
distribution and the

Mix Variables
The Place
The basic place mix variables are-transporation,
described in brief at this juncture.
warehousing, inventory levels-channels of
distribution. These are

1. Transportation: A selection is to be made of the most efficient, economical, rapid and

Aenendable mode of transport for the firm's products taking into account rail-roads, motor trucks,
inland-water ways, pipe-lines, air or railways express and post parcel. The basic question is who
chall assume the cost of transportation from the manufacturer to the wholesaler and wholesaler to
the retailer. This is of particular importance, in these days of ever increasing rates. It is known
fact that transport is creating place utility that widens market and marketability for the products of
the firm.
There can be atleast five possible alternatives namely
F.O.B-free on board policy under which the buyers pay the transport costs from the
point of shipment to the point of purchaser.
2 Rapid or Delivered policy under which sellers pay all the shipping costs from seller's
point to customer's point
3. Freight allowance policy in which sellers allow the buyers a certain portion of the
transportation costs involved in getting the goods from the selters to the buyers.
4 Averaged transportation charge policy in which buyers pay an uniform charge on all the
shipments regardless of their location in respect to the seller's shipping point.
5. Basing Point policy under which buyers pay the costs of transport from a basing point
regardless of whether shipments originated at basing point or elsewhere. either within or
without the basing point area.
The transportation policy-its choice is influenced by atleast seven factors namely, consumer
demand, advertising, plant location, profit, warehouse facilities, competition and product value.
time
.Warehousing Warehousing has it own place in distribution of goods that creates
uthlity by adjusting supply and demand, preserving or conditioning the product and obtaining more
avourable demand and market price. Hence, plans and policies are to be designed and implemented
rcgarding storage and storage facilities considering the public warehouses. private storage and cold
o-day, storage involves four functions in distributing the goods namely, receiving, actually
eceiving and checking the unloaded incoming goods transfer to warehouses: selectingthat is
that involves checking,
lno up goods to conform to the orders received and finally shipping
n e goods as per order specifications in case of outgoing goods.

is responsible not only for what to make available

but
the vl much to Levels
alsnventory
W produce. Merchandising
Merchandising staff, along with market research statt, determines
vune of merchandise the manufac urer experts to sell in a given period say a month, a quarter
Sizes, colours,
oa year. Sufficient inventory must be on hand of different models, and
m a k e immediate shipment upon the receipt of orders, failing which the sales and advertising
 5.6 The Marketing Mix

efforts go futile, orders cancelled, customers are lost to competitors and, hence. profits are reduced
In deterining the amount of merchandise, to make for inventory, part and current sales and the
anticipated future sales for the product lines are to be considered.
The inventory requirements are dependent on economic conditions, weather conditions, new
or improved products and amount of advertising and sales-promotion. Anount of inventory involves
determining the variety of products, models. sizes. types or colours of cach product to manufacture
Much depends on the policy followed by each business housc as some manufactureis go in for
concentration and others diversification. Good many manufacturcrs follow a policy of product
concentration. The merits of such policy are--production costs are reduced: concentrated and more
sales: reduced inventories: effective sales-promotion, advertising and lower warehousing costs;
improved sales and after-sale services by dealers. On the other hand, diversification implies handling
large varietics of products in the product-line and range. Manufacturers are very often encouraged
by their distributors, dealers and salesmen to diversify the product lines. The merits of diversification
are: Greater satisfaction to customers: greater expansion of market by tapping new levels of demand
and purchasing power; reduced production and distribution costs; a more complete product line for
the reduced risks by distributing over more varieties; improved ability to face
dealers;
avoiding seasonal fluctuations and increasing sale volumes and profits.
competition:

4.The channels
of Distribution: Every manufacturer or producer is faced with the problem
of developing plans and policies involving the choice of a channel or channels of distribution
for his
products. These plans and policies are related with the determination of the number of middlemen
to be used. the number of distributors and dealers to
be employed on one hand, and the franchise
agreement stipulating the obligations manufacturers and the intermediaries and the legal implications
of
involved in their relationships, on the other. In
developing and implementing these plans and policies.
the manufacturer should take into account the factors such as
the type of productin the nature and
extent of market-the channeis
employed by the competitors-the relative merits and demerits of
each channel of distribution to the manufacturer-in the
extent of cooperation extended
intermediaries-the potential volume, cost and profit derived in case of each by the
alternative channel.
This involves a detailed distribution
survey gathering information regarding the
various types of middlemen, their functions operations of
characteristics, policies, strength and weaknesses and the
ability to render efficient and economical distribution service. These
kinds of which one is to be selected policies are broadly of three
by the manufacturer to his advantage. One intensive
in which the maximum number of outlets are distribution
employed;
outlets are used and three exclusive distributions
two selective distributions in
which selected
in which only one outlet in an
area is
III. PRICE MIX
employed.
Price is a major marketing tool and
segment. Price is the value of a
helps in directing the product to a specific eonsumer
product expressed in terms of Price is a powerful instrument
in which both the
buyers and sellers are keenly interested. Itmoney.
is the price of a
that ensures a decent return in investment, product or a service
and extends market and market share. guarantees stable economic structure, creates,
maintains
Price is equal to consumer
imply product, installation, credit, after- sale services and the like. expectations and expectations
the major problems of Hence, pricing constitutes one of
marketing management. Every marketing
about his pricing policy, its determination and manager is very much particular
implementation.
The Price Variables:
There are good many variables affecting the price of a product
manufacture-costs of marketing-sales policies namely,
market-cost of its nature-nature of
and methods-channels of
distribution and
competitor's prices. The basic price variables relate to the pricing
terms of credit, terms of delivery and resale price maintenance. policies. margin.
 The Marketing Mix 5.7

The Pricing Policies and Strategies: The price policies and strategies are the guidelines
1.
administers prices so to match them to the market neuds.
and the frames within which management
as policies involving price variations, geographical price
These policies can be broadly identified
leadership imitation and policies
policies. policies involving price differentials, price policies involving
such policy may be variable in multiple
involving psycho of the consumers. In the first category,
it may take two forms namely, point
and non-variable or single price policy. In second category, have
origin price policy freight absorption price policy. Again, freight absorption policy mayvarious
and
In the third category.
variations as unilorm, delivered, zone and base point price policy.
and advertising.
discounts are offered such as quantity, fiscal, trade, geographical
deferred payment or
2. The Terms of Credit Without the ability of offer some form of
size of
busincss houses would never activise the
instalment buying, many of the products sold by can make
scale. Credit, by expanding a market,
the market needed to get production economies of and cxpansion
is built
modern business up
firms of production economically worthwhile. The
new No firm can think of
of modern marketing efforts.
is based on the credit. Credit is the breath in its contribution
of sales promotion; its significance is
surviving without this credit. It is a means is considerable, it is above all a
to efficient selling. Even though its influence on sales activities
level.
business house must be kept at a prudent
financial matter and such credit obligation of the
between 60
the credit share ranges any where
Of the total turn-over of the business houses,
inturn, to retailers
credit to wholesalers and wholesalers
and 95 per cent. The business house grants customers in terms of
direct selling, credit is granted to
and retailers back to c o n s u m e r s . In case of
credit are to be framed depending on
instalment and hire-purchase schemes. The policies regarding
and consumer credit
class of cutomers, competitor's terms
the nature of the product, its marketability,
facilities made available by banking and
other financial units.
and customers is
the goods to the dealers, middlemen
3. Terms of Delivery: Delivery of the terms of delivery as
are to be spelled out regarding
also of vital importance. Clear-cut policies
and the conditions of valid delivery.
to quantity, time and place of delivery
to the difference between the
final price paid by the c o n s u m e r
4. Margin: Margin here refers This includes margin
available to him the product or service.
and the total cost incurred in making in a market. it is
wholesaler and the producer. If conventional margins are existing
of retailer, Where
distribution and positive promotion of the product.
essential to accept these to get necessary be pressed in
below the accepted normal, in the trade, advertising
may
dealer margins are reduced Articles
on dealers. Much depends on the nature of products.
service to exert c o n s u m e r pressure because of mass consumption.
lower margin
durables and non-durables need
particularly, consumer after-sale services and maintenance will need
On the other hand, the industrial products
requiring
to the intermediaries.
higher margin whereby
Resale Price Maintenance Resale price maintenance is a practice
5. profit margin
and the
recommended and/or the price
the distributors or the importers
manufacturers or
It manifests itself in the
will be sold in section or sections forwarded actuality.
at which a product It is a policy of establishing
removal of price competition at the
level or levels at which it is imposed.
wholesalera retailer may not sell,
the manufacturer's products.
aminimum resale price below which a wholesalers and retailers
to prevent excessive price cuttings
by
Kesale price maintenance is designed subsitution by merchants
reductions in their profit margins. It discourages product
and the consequent and merchandising support
It generates cooperation
and maintains the prestige of an advertised brand. middlemen.
c o n s u m e r s are protected against
over-charging by the
of dealers. Further, the

IV. THE PROMOTION MIX

the personal and impersonal
mix which deals with
Promotion mix is the communication
persuasive communication about the product
or service of the
manufacturer.
Though companies
customers in wide
communicate with their present and potential
of
ways. the most distinguishable
variety
and impersonal. Personal communications relate to face to
Categories are two namely-personal
 5.8 The Marketing Mix

face meeting between the sale-force of the company and the clientele. On the other hand,
communications include-advertising, sales-promotion and public relations.
impersonal
The Promotion Mix Variables:
The promotion
mix variables
sales-promotion, exhibitions and fairs and
worth considering are personal selling, advertising.
advertising,
public relations. Following is the brief outlining of
1. Personal Selling: Personal selling has an important role to
these
play in communicating
between a firm and its customers. The important questions to be answered to achie ve fair
of success are : How important is personal
degree
selling ? What is its role in the marketing mix ? In
management of sales-force ? Recruitment-selection-training- motivation and controlling
the sales-force.
2. Advertising: Advertising is a
very popular method of impersonal communication using
its wide variety of media and media vehicles. These media are indoor, outdoor, direct
and display
advertising. In planning advertising, decisions must be made on the objectives to be achieved, the
audience to be reached, the themes and
appeals of advertisements, the media selection, advertising
appropriation, coordination with sales-force, advertising agency, advertising effectiveness, its
evaluation and so on.
3.Sales-Promotion: Sales-promotion is the achievement
by schematic means. It is the function in marketing of of short-term marketing objectives
limited period only, at the time and providing inducements to buy, offered for a
place the purchasing decision is made, which are supplementary
to a product's nominal value. Precisely, it implies special offers. Though, it is
of marketing, it is secondary to advertising and personal selling. It deals with
an
important tool
incentives such offering of short-term
coupons, premiums, contests for consumers, buying allowance,
as
cooperating
advertising allowance, free goods for distribution to dealers, discounts, gifts, extras, sales
special bonus for members of sales-force, and the like. Successful contests
of sales- promotion programme, its finalisation, sales-promotion involves defining
testing and implementation and evaluation.
4. Trade Fairs and Exhibition: An exhibition
is the huge
and dealers under a single roof for congregation of manufacturers
other hand, a trade fair is a mammoth
displaying, demonstrating and selling their
products. On the
gathering of prospects arranged by manufacturers and the
dealers where fun and frolic and entertainment are
prominent. The success of these depends on the
sound planning as to size, site, design of exhibitions
and spots, administrative and sales
literature, display and demonstration style. staff, sales
5. Public Relations: Public relations
involve the installation and maintenance
understanding between a firm and all who are likely to come in of mutual
contact with it. These sections of
society are customers, share holders, administration staff and
general
personality of the organisation. It is an impressionpublic.
the It
attempts to portray
imageand the
of public
art and science of
developing reciprocal understanding and goodwill. opinion. It is the
different activities undertaken to achieve Functionally, it encompasses
corporate objectives. It engages in opinion research.
communication process through books,
house-organs, literature, press, publicity, films, public
tours and visits all called as
public relations programme. conferences.
It is an achieve good relations with
attempt to
public and the techniques used include publieity,
promotion, exploration and
advertising. It is planned, deliberate and sustained effort to institute and
maintain good relations between the firim and its
publics.
A CC T