Marketing Mix

1544 Words Apr 28th, 2008 7 Pages
The term marketing mix was first used in the late 1940s by Neil H. Borden (NetMBA, 2007). The original marketing mix introduced by Borden consisted of product, planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. Later E. Jerome McCarthy grouped the parts into the four P’s of marketing known as product, place, price and promotion (NetMBA, 2007). “A typical marketing mix includes some product, offered at a price, with some promotion to tell potential customers about the product, and a way to reach the customer’s place (Perreault & McCarthy, 2004, p.36). The parts of the marketing mix are considered to be the …show more content…
The internet has made it easier to establish direct sales for companies who may not have had direct sales access in the past. Other forms of direct sales are mail order sales and door to door sales. Whole Foods Market obtains its products from places all over the world. The food is brought in from organic farmers and food artisans. Once the food reaches the stores, it is warehoused on site and sold directly to the consumers of the target market. The delivery of the products to the consumers is done through direct sales at the stores. The stores are located in markets where consumers’ interests are in organic and healthy food choices. Whole Foods Market gains access to the products it sells through “…the careful judgment of buyers throughout the company” (Whole Foods Market, 2007, para. 2). Whole Foods Market is a strong advocate of organic farming and purchases many products directly from the organic farmers (Whole Foods Market, 2007). The third factor of the marketing mix is price. “Price setting must consider the kind of competition in the target market and the cost of the whole marketing mix…and must also try to estimate customer reaction to possible prices” (Perreault & McCarthy, 2004, p.40). When setting prices, the company must be able to recoup any expenses involved with the product as well as set a price that consumers are willing to pay. Price also consists of strategy decision areas

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