Marketing mix is defined as a set of marketing

tools the firm uses to pursue its marketing

objectives.
McCarthy has called it the 4Ps of marketing:
PRODUCT, PRICE. PLACE ,
PROMOTION
 PRODUCT
Product Variety Packaging
Sizes
Quality Services
Design Warranties
Features Returns
Brand Name
Product Variety – It is the classification of goods based on
durability, tangibilty and use.

Quality- Performance of the product that derives customer

satisfaction.

Design- It is the totality of features that affect how a product

looks and functions in terms of customer requirements.

Features- Many products can be offered with varying features

that supplement its basic function. A company selects new and
appropriate features based on customer requirements.

Brand Name- A brand can be defines as “a name , term ,sign,

symbol, or design or a combination of them that uniquely
identifies the goods and services of a seller or a group of sellers
and differentiates them from those of the competitors.

Packaging- All the activities of designing and producing the

container for a product is called packaging. It consists of primary
packaging, secondary packaging and shipping packaging.
Sizes-

Services- It is an act or performance that one party can offer

to another that is essentially intangible and does not result in
the ownership of anything.

Warranties- formal statements of the expected product

performance by the manufacturer. Such products can be
returned to the manufacturer or designated repair centre for
repair, replacement or refund.

Returns
 PROMOTION

Sales Promotion
Advertising
Sales Force
Public Relations
Direct Marketing
Sales Promotion- A variety of short-term incentives to
encourage trial or purchase of a product or service. Examples-
samples, coupons, cash refund offers, free trials, warranties,
demonstrations.

Advertising- Any paid form of nonpersonal presentation and

promotion of ideas, goods, or services by an identified sponsor.
Examples- Television ads, Print ads, Radio ads, internet,
telephone, magazine, yellow pages, outdoor.

Sales Force-It focuses on selling the company’s more complex

and customized products to large accounts. It is divided into
direct and contractual sales force.

Public Relations- A variety of programs designed to promote

or protect a company’s image or its individual products.
Examples- publications, events, sponsorship, news speeches,
public-service activities, identity media.
Direct Marketing- It is the use of consumer- direct channels
to reach and deliver goods and services to customers without
using marketing middlemen. Use of mail, telephone, fax, e-
mail, or Internet to communicate directly with or solicit
response or dialogue from specific customers and prospects.
Examples-direct mail, catalogs, telemarketing, mobiles.