Marketring Mix

Marketing Communication is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Maignan, 2005). Marketing communication is all about delivering the benefits of the products to the customers in order to generate sales and profits. In Business, total marketing communication programme is called ‘Communication/Promotional Mix’

The marketing mix concept often referred to as the “4Ps” (McCarthy, 1964), as a means of translating marketing planning into practice (Bennett, 1997) is one of the fundamental concepts of marketing theory. Marketing mix is not a scientific theory, but merely a conceptual framework that identifies thee principal

As per Ian Ruskin Brown and Greg Clark “ Marketing mix is the term used explaining the different elements comprising the offer that the different companies makes to their customers”. (Brown and Clarke, 2000:44). E.Jerome McCarthy in early 1960s came up with the four Ps in the marketing mix. According to him these 4ps are “ Product, price, place and promotion”.( McCarthy and Shapiro 1975: 35). Refer Appendix I for the pictorial representation. But the view of Richard Sandhusen is that the four marketing mixes should be ‘price, product, promotion and distribution’ (Sadhusen, 2000:319). According to Steven Stralser ‘in order to create a marketing strategy and plan that touch all the areas of marketing to position a product, maximise revenue etc a few more components have to be considered which are, Marketing segmentation, Marketing Strategy, Marketing research , Pricing, placement and value chain.’(Stralser,

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

Marketing mix can be describes as "the use and specification of the 4 Ps describing the strategic position of a product in the marketplace… A prominent person to take centre stage was E. Jerome McCarthy in 1960; he proposed a four-P classification which was popularized. (wikipedia.com)" The marketing mix approach to marketing is a model of creating and implementing market strategies. The marketing mix stresses the mixing of different factors in a way that both organizational and consumer or target markets objectives are attained. The 4 Ps of marketing are Product, Place, Promotion and Price. Each plays a key factor in the overall successful marketing of a product or service.

Marketing communications are intended to both inform and persuade a target audience, with a view to influence the behaviour of that group. The behaviour of interest to organizations can range from encouraging owners to adopt improved practices or to produce a particular product or service. As has been said on other occasions, each element of the marketing mix must be designed so as to further the overall marketing strategy, and this includes marketing communications.

Setting the right marketing mix for the product or service means that it including all of the important bases in marketing strategy. The marketing mix is generally established as the use and requirement of the 4P’s which is describing the strategic position of a product in the marketplace. One version of the beginning of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something related to a methods and he described the marketing manager as a “mixer of ingredients”.

Marketing communication plays an important role at overall marketing program. Through marketing communication the company can affect people to buy or use their product. Without good marketing communication people may even not consider the product was existed. Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers (directly or indirectly) about the brands they sell (Keller, 2008). Marketing communication is a broad discipline encompassing a set of activities designed to persuade customer to purchase the firm’s products. Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers-directly or indirectly- about the products and brands that they sell. Marketing communication represent the voice of the brand and are a means by which it can esthablish a dialouge and build relationships with consumers (Davis 2010).

Marketing communication refers to the means through which a business tries to inform and persuade the consumers about their products and services they offer. Different direct or indirect channels of communication are used for marketing. A mix of these different types channels of communication is known as Marketing Mix. (Kotler & Keller, 2014)

Think of it this way: communication is the message that is delivered to the client; marketing is the means of getting it there. Therefore, communication is not just a part of the marketing mix but also should be integrated into your customer service process -- from the accounts payable department all the way through to your sales staff and even the CEO of your company. It is your message to the customer. The message you wish to communicate with them, your ethos and way of thinking.

The seller must make the desiring advantages into an existing merchandise with features and attributes that will supply the designed fulfillment of a greater quality than competitive products. But benefits and features are different. Features are the material or non material attributes given the product by its designer. Benefits are the successful dealing to the costumer problems of needs given by the product according to Boyd, Walker, Mullins & Larrénché in Marketing Management, 5th Edition (2005). “Standardization protects buyers, saves their time and energy on the selection of goods, provides for economies in buying, reduces fraud and mispresentation of goods and helps to educate buyers”. (Shirley I. Mendoza, 2003). “The essence of marketing is in developing products such as a new technologically advanced adhesive to meet buyers’ needs. A product is a good service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is receiving in exchange for money or some other unit of value, tangible attributes include physical characteristics such as color or sweetness, and intangible attributes includes becoming healthier. Hence, a product includes the breakfast cereal you eat, the accountant who fills

Firstly is the “Marketing Mix” aspect, specifically the 4 P’s framework – Product, Pricing, Placing & Promotion. The 4 P’s is one of the best known frameworks for a marketing plan, of which the aim is ultimately to fulfil a basic marketing purpose – Putting the right product in the right place, at the right price, and at the right time. Getting all aspects of this framework is

Marketing mix also known as 4P’s was introduced in the 1950’s by Cormac McCarthy. The 4P’s are Product (services). Place. Price and Promotion. Boom and Britners added another 3 P’s to the list, making it the 7P’s these have been developed over the years after the original 4 was introduced. (People, process, physical). Using the marketing mix this can help the business decide whether to take a new offer and bring it out on the market or to make any changes to the service or the product. Besides all these elements there’s also integrated marketing, It’s different marketing methods such as mass marketing, one-to-one marketing or even direct marketing. Therefor the objectives are to reinforce the marketing impact of each method. Very important element to consider is environmental analysis

Marketing mix is one of the basic and the very important part of marketing plan. It includes all the elements that are important for an organization from manufacturing to sale of the product. It can be considered as the set of marketing tools that blends together to generate a marketing response in the market. Every organization uses this tool to make its marketing plan. Primarily it consists of 4P’s, but now it is extended to 7P’s of marketing. (Jain, 2013)