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Marketing Mix

The document discusses the marketing mix, which was coined by James Culliton to describe marketing managers as "mixers of ingredients". It outlines the 4Ps of the marketing mix - product, place, price, and promotion. It also discusses additional environment variables that influence the marketing mix, including customer, competition, trade, and external environment factors like government regulations, economic conditions, and culture.

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deepakarora201188
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25 views

Marketing Mix

The document discusses the marketing mix, which was coined by James Culliton to describe marketing managers as "mixers of ingredients". It outlines the 4Ps of the marketing mix - product, place, price, and promotion. It also discusses additional environment variables that influence the marketing mix, including customer, competition, trade, and external environment factors like government regulations, economic conditions, and culture.

Uploaded by

deepakarora201188
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing Mix.

 It was James Culliton – The American Marketing


expert, who coined the expression, marketing
mix & describe marketing manager as a mixer of
ingredients.
 Marketing mix variable.

A. Product variable.
o Product line & range.
o Design, quality, features, models, style, appearance,
size, warranties of product.
o Packaging type, material, size, appearance & label.
o Branding & trademark.
o Merchandising.
o Service – Presales, After sales.
o New products.
B. Place variable.

o Channel distribution.
o Type of intermediaries.
o Channel policy & design.
o Location of outlets.
o Channel remuneration.
o Dealer principle relations.
o Physical distributions – Transportation – Ware housing
– Inventory level – Order processing.
C. Price variable.

o Pricing policy.
o Levels of prices.
o Levels of margins, discounts & rebates.
o Terms of delivery.
o Payment terms.
o Credit terms.
o Installment facility.
o Resale price maintenance.
D. Promotion variable.

o Personal selling – Objectives – Level of efforts –


Quality of sales force – Cost level – Level of
motivation.
o Advertisement – Media mix – Budget – Allocation &
programs.
o Sales promotion efforts – Display contest – Trade
promotions.
o Publicity & public relations.
 Marketing mix & environment variable.

A. Customer variable.

o No. of customers.
o Location of customers.
o Purchasing power of customers.
o Buying behavior & habits of purchase.
o Personality traits & attitudes.
o Lifestyle & needs.
o Brand awareness & brand loyalty.
B. Competition variable.

o Structure of the industry.


o Nature & intensity of competition – Buyer – Seller
market.
o No. of competitors, size, capacity & territory of
operation.
o Products & services offered by the competitors.
o Competitors sales level in each market segment /
product.
o Competitor’s strength, weaknesses – Product – Cost –
Logistic – Channel – Sales force – Promotion &
marketing organization.
o Competition from substitute product.
C. Trade variable.

o Structure of the trade.


o Type of intermediaries, number & strength.
o Trade practices.
o Services provided by the trade.
o Motives & attitudes of intermediaries.
o Extent of sophistication of the trade.
D. Environment variable.

o Level of technology.
o Government regulations on products, prices &
distributions.
o Controls on trade practices.
o Economic conditions in the country.
o Geography & climate.
o Culture & tradition.
o Law & politics.
o Attitude of public & press.

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