Saved Papers

Save papers so you can find them more easily!

Join Now

Get instant access to over 100,000 papers.

Join Now!

Marketing Mix

Marketing Mix Paper

The term "marketing mix" became "popular after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix." (www.netmba.com) Borden's marketing mix included "product planning, pricing, branding, distribution channels, personal selling, advertixing, promotions, packaging, display, servicing, physical handling, and fact finding and analysis." (www.netmba.com) E. Jerome McCarthy grouped these items into the what is now known as the four P's – product, price, place, and promotion. (www.netmba.com) These four P's are the parameters that the marketing manager can control, depending on the internal and external limitations of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response. (Perreault & McCarthy, 2005)
Product
The first element of the marketing mix is product. The term "product" refers to tangible,......


View the rest of this paper...

Approximate Word Count: 914
Approximate Pages: 4 (250 words per double-spaced page)

Why should you join Frat Files?

  • - It's safe, secure, and private.
  • - Instant access to over 100,000 papers. New papers are added hourly.
  • - Fast and reliable customer support.

Credit Card

Bank Account

PayPal

Similar Essays

  1. Marketing Mix

    Marketing Mix. Marketing Mix The marketing mix is primarily made up of four
    variables, and they are product, place, price, and promotion. ...

  2. Marketing Mix

    Marketing Mix. The marketing mix is primarily made up of four variables, and they
    are product, place, price, and promotion. ... Developing Your Marketing Mix. ...

  3. Marketing Mix

    Marketing Mix. The Marketing Mix Marketing strategy is integrated with the marketing
    program, or marketing mix. ... All four Ps are needed in a marketing mix. ...

  4. Marketing Mix

    Marketing Mix. Abstract This paper defines one of the strategies of marketing
    research "Marketing Mix". The major marketing management ...

  5. Marketing Mix The 4 P'S

    Marketing Mix The 4 P'S. ... Understanding the Tool The marketing mix and the
    4 Ps of marketing are often used as synonyms for each other. ...