THE MARKETING MIX.

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Presentation transcript:

THE MARKETING MIX

INTRODUCTION Marketing mix is the blend or the compound of all the marketing efforts houring round the four ingredients namely product, price, promotion and place. These ingredients are interrelated and all revolve round potential consumer satisfaction as the focal point. A marketing mix so evolved is not stagnant but changing in tune and tone of changing internal and external forces.

ELEMENTS OF MARKETING PRODUCT PRICE PROMOTION PLACE

New product development Product features Product variety Branding Product planning New product development Product features Product variety Branding Packaging Labelling Standardisation & Grading After Sale Services

PRICE Pricing Objective Pricing Policies Price Fixation Discount Policy Concession Policy Payment Period Credit Terms Profit Margin Installment Payment

Advertising Personal Selling Sales Promotion Public Relations Dealers Aids Customer Aids Sales Contests Displays Demonstration

Physical Distribution Transportation PLACE Distribution Channel Inventory Level Warehousing Physical Distribution Transportation

FACTORS AFFECTING MARKETING MIX UNCONTROLLABLE FACTORS CONTROLLABLE FACTORS Consumer behaviour Competitor’s Behaviour Intermediaries’s Behaviour Government’s Behaviour Product policy Branding policy Packaging policy Pricing policy Promotion policy