RAJKUMAR LOHANO

Education: M.PHIL(Marketing, 2012 ), From IQRA

University MBA (Marketing,2009) From IBA,JAMSHORO BBA (Marketing,2008) From IBA,JAMSHORO

Home town: Mirpurkhas, Research: Consumer ethnocentrism and willingness to buy: analyzing the roll of three demographic factors.

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Topic

Marketing Mix

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Overview of Topic Background of Marketing MixDefinition ProductPrice Promotion Place

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BACKGROUNDThe term "marketing mix" became popularized after Neil

H. Borden published his 1964 article; The Concept of the Marketing Mix.

Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "Mixer of ingredients".

The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis.

E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing.

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What are the 4p’s?

The four P's are the parameters that the

marketing manager can control, subject to the

internal and external constraints of the

marketing environment.

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Marketing Mix 4P’s

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C

AdvertisingPublic relation

Sales promotion Sponsorship

Competitor price Total Cost

Brand Physical

Quality of service

Direct distribution Indirect distribution

Product

Promotion

Price

Place

CUSTOMER TARGET MARKET

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Product

Product may be a good

Product may be a combination of

both

Product may be a service

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Price

The demand curve shows how the price influence the amount people want to buy .

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Promotion

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Communicating the product with customer

Making customer aware the product is

for sale

Persuading them to buy it first time or to

buy it again

Telling or explaining to them what the product is about

Making customer aware of how the

products will serve their need

PROMOTION INCLUDES

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Personal selling Personal selling occurs where an individual

salesperson sells a product, service or solution to a client. Salespeople match the benefits of their offering to the specific needs of a client. 

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Mass selling Communicating the large number of

customer at the same time.1. Advertising Any paid form of nonpersonal presentation of

ideas, goods, or services.2. Publicity Any unpaid form of nonpersonal presentation

of ideas, goods, or services.

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Sales Promotion

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Money off

couponsTokens Samples

Place Or Distribution

Place covers the variety of activities concerned with the movement of goods.

Customers care a lot about convenience and having the goods in a place that is easy for them to access.

Product reaches the customer through channel of distribution

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Thanks!

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