B.

Com/BBA
Marketing Management
Unit4: MARKETING MIX
Topic :Introduction to4P’s
Session: 01
By
Dr.Sree Lakshmi.K
Contents
•Meaning
•Elements of Marketing Mix
•(Four P’s) – Product, Price, Place,
Promotion
 Introduction
• The marketing mix concept gained popularity following an
article titled “The Concept of the Marketing Mix” by Neil
Borden published in 1964.
• Borden explained how he started using the term inspired by
James Culliton who in the 1940s described the marketing
manager as a ‘mixer of ingredients.’
• Borden’s article detailed these ingredients as product,
planning, price, branding, distribution, display, packaging,
advertising, promotions, personal selling among many others.
 Introduction
• Eventually E. Jerome McCarthy clustered these multiple items
into four high level categories that we now know as the 4 P’s
of marketing.
• “Its elements are the basic, tactical components of a
marketing plan”.
• Together, elements in these four categories help develop
marketing strategies and tactics.
Introduction
• The marketing mix is a crucial tool to help understand
what the product or service can offer and how to plan for
a successful product offering.
• The marketing mix is most commonly executed through
the 4 P’s of marketing: Price, Product, Promotion, and
Place.
• These have been extensively added to and expanded
through additional P’s and even a 4C concept. But the 4Ps
serve as a great place to start planning for the product or
even to evaluate an existing product offering.
Meaning &Definition Of Marketing Mix
Elements Marketing Mix
 The four Ps of marketing are:

• Product: What you sell. Could be a physical good, services,

consulting, etc.
• Price: How much do you charge and how does that impact how
your customers view your brand?
• Place: Where do you promote your product or service? Where do
your ideal customers go to find information about your industry?
• Promotion: How do your customers find out about you? What
strategies do you use, and are they effective?