CONCEPT AND COMPONENTS OF

MARKETING MIX
01 PRODUCT 02 PRICE

03 PLACE 04 PROMOTION

05 PEOPLE 06 PROCESS

07 PHYSICAL
EVIDENCE
Timeline Style
 Product
Product refers to the goods and services offered by the organization. Product can
also take the form of a service like an air travel, telecommunication, etc.

USE DURABILITY TANGIBILITY

 1. BASED ON USE
Consumer Goods

Goods meant for personal

consumption by the
households

Industrial Goods
Goods intended for
consumption or use as
inputs in the manufacture
of other products or the
supply of some service are
called 'industrial goods.
2. Based on Durability

Durable Goods

Non-durable Goods
3. Based on tangibility,

Intangible Goods
Services are essentially intangible
activities which provide want or need
satisfaction. Medical treatment, postal,
banking and insurance services etc

Tangible Goods: “Most

goods, whether these are
consumer goods or industrial
goods and whether these are
durable or non-durable, fall in
this category as they have a
physical form
 Price
COST
MARKETING
OBJECTIVES

DEMAND

COMPETITION GOVERNMENT
REGULATION
 The products are made to sell to customers. These must
Place be made available to customers at a location where they
can make transactions conveniently

 
TYPES OF CHANNELS OF DISTRIBUTION

(a) Zero stage channel of distribution

(b) One stage channel of distribution

(c) Two stage channel of distribution

(d) Three stage channel of distribution

FACTORS AFFECTING THE CHOICE OF DISTRIBUTION CHANNEL

MIDDLEMEN
CONSIDERATION
NATURE OF
COMPANY
NATURE OF
PRODUCT
NATURE OF
MARKET
.
Advertising
Promotion
It is a paid form of
non-personal
communication
through different Publicity
media about a
product, idea, a This is a non-paid process
service or an of generating wide range of
organization communication

Personal Selling
representatives of
numerous firms Sales Promotion
knocking at your
doorstep and It applies to short-term
persuading you to and temporary
purchase their products opportunities to
purchase new products
or to promote trials.
 People

People Who Make the Products People Who Talk to the Customers

People Who Bring the Products

to the Customers
 The processes involved in a
product’s delivery will significantly
Process affect the customer’s experience,
level of satisfaction, and lifetime
value to your business
Thank you!!!

M.A. Roxanne Roxas