1. COURSE: FUNDAMENTALS OF MARKETING
UNIVERSITY OF JAMMU
B.COM FIFTH SEMESTER
COURSE: FUNDAMENTALS OF MARKETING
COURSE NUMBER: UBCTE505
TOPIC: MARKETING MIX
Submitted By:
Ms. Asha Devi
Assistant Professor
Department of commerce
GDC, Samba

2. HISTORY
The term marketing mix was coined in an article written by Neil Borden called “ the concept of marketing mix”
The marketer, E. Jerome. McCarthy, proposed a four PS classification in 1960
Robert F. Lauterborn Proposed a four Cs classification

3. Marketing Mix
Marketing mix is a marketing strategy which make a link between a product and the market.
Marketing mix is the blend or the compound of all the marketing efforts hovering the four ingredient namely product, price, promotion and place . All these ingredients are interrelated and all revolve round potential consumer satisfaction as the focal point.

4. Elements of Marketing “Mix”

5. 1: Product Mix Product-line (width) and Product Range (depth):
Example of product-line: Godrej Company has product line of vanaspati, soap, detergents, fridges, furniture, machine tools, soft-drinks and so on.
Example of product Range: Sony of Corporation of Japan has countless models of TV sets, video players and recorders so on.
Product Design:
External appearance includes size, shape, proportion, colour, finish, texture, dimensions etc.
Construction
Production Capacity
Available Capital
Relationship to other products
Service requirements

6. Product packaging
Product Quality
Product Labelling
Product Branding
After-sale services and guarantees
2: Price Mix
You don’t sell through price. You sell the price! A Price is:
“What You Think your product is Worth to That Customer at That Time

7. Price Discounts and Allowances
Setting the pricing objective
Determining demand
Estimating costs
Analysing the competition: costs, price, and offers
Selecting a pricing method
Selecting the final price
Price Discounts and Allowances
Cash discount
Quantity discount
Functional discount : Trade discounts to channel members
Seasonal discount
Allowances:Trade in Allowance or Promotional Allowance

8. Pricing Strategies Skimming Sequential skimming and penetration
Neutral
Segmented
Purchase location
Time of purchase
Quantity purchased
Product bundling
Tie-in/metering

9. Targeting Businesses and Consumer with the Correct Message & Media
3: Promotion Mix
Targeting Businesses and Consumer with the Correct Message & Media
Personal Selling
Advertising
Sales promotion
Trade Fairs and Exhibitions
Public Relations

10. 4: Place Mix
Place mix variables are: Transportation, Warehousing, inventory levels and channel of distribution.

11. Other Marketing Mix
People
Process
Physical Evidence

12. Thank You