Marketing Mix

-Introduction of 4Ps to 7Ps

WELCOME AND GOOD DAY

DEAR STUDENTS

WISHING YOU ALL

A HAPPY NEW YEAR !

What is Marketing Mix?

• Marketing mix refers to the set of

actions, or tactics, that a company uses
to promote its brand or product in the
market.
• The marketing mix has been defined as
the "set of marketing tools that the firm
uses to pursue its marketing objectives
in the target market
• Marketing mix
refers to four broad levels of marketing
decision, namely (4Ps or 7Ps)
• The contemporary marketing mix, or
the 4 Ps, was first published in 1960.
History
Neil Borden, of the Harvard Business
School

• The term Marketing Mix was

developed by Neil Borden
who first started using the
phrase in 1949.
• (McCarthy, J. 1960), was the first person
to suggest the four P's of marketing ;
• price, promotion, product and place –
which constitute the most common
variables used in constructing a
marketing mix.
Albert Frey,
• Albert Frey (Frey, A. 1961) who classified the marketing
variables into two categories:
the offering, and process variables.
• The "offering" consists product, service, packaging,
brand, and price.
• The "process" or "method variables “
advertising, promotion, sales promotion, personal selling,
publicity, distribution channels, marketing research,
strategy formation, and new product development.
Bernard Booms and Mary Bitner, from the
University of Washington

• Recently, Bernard Booms and Mary Bitner built a

7 P's (Booms, B. and Bitner, M. 1981).
• "People" , in order to recognize the importance
of the human element in all aspects of
marketing.
• "Process" methods
Marketing
Mix - 4Ps
Product
Price
Place
Promotion
Extended
Marketing Mix -
7Ps
People
Process and
Physical
Evidence
ADDITIONAL INFORMATION
THAT ASSOCIATES WITH 4PS
AND 7PS
Packaging
Positioning
Profit
THANK YOU
&
GOD BLESS

EVERYONE