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.