MODULE 2

MARKETING MIX
Meaning
Marketing mix is a usage in the study of marketing. A
firm has to prepare a mix of right product ,right price,
right place, right promotion to attain success in
marketing.

Definition
According to Philip Kotler ,”Marketing mix is the
set of marketing tools that the firm uses to
pursue its marketing objectives in the target
market”
 FEATURES OF MARKETING MIX

 Combination of marketing variables

 Tool adopted for achieving target market
 Mixture can be changed on the basis of target market
 Periodical modification are necessary in marketing mix
 Aim is giving maximum satisfaction
FACTORS INFLUENCING MARKETING MIX

• Availability of funds
• Requirements of target market
• Size of the market
• Competition
• Technology