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Ne le 21 novembre 1694 a paris, dissertation sur candide de voltaire mort le 30 mai 1778. For many people, the concept of ldquo marketing mix rdquo is the first thing that they come up with when we ask the question of ldquo what is marketing? rdquo in fact, the marketing mix approach is one of the most famous and widely discussed concepts in marketing. The term ldquo marketing mix rdquo was coined by borden 1964 who adopted the idea from culliton's 1948 research into marketing costs among manufacturers. It is not a scientific theory, but only a conceptual framework which is based on the ldquo marketing concept rdquo and identifies the principals to which marketers follow to devise strategies to suit their customers' interest. Culliton 1948 made the analogies of marketing decisions as the outcome of recipes, and marketers as the ldquo mixers of ingredients rdquo who can choose to adopt various existing recipes at one time, and to develop their own original recipes at another.

Marketing mix is suggested to constitute the four fundamental elements of marketing actions namely, price, place, product and promotion mccarthy, 1960. Together, these elements act as the means to illustrate the strategic position of a product within the market. Our writers can help get your essay back on track, take a look at our services to learn more about how we can help. Essay writing service essay marking service place an order this essay will provide a general description of the marketing mix approach and its contribution as a tool for the implementation of marketing strategies so as to satisfy the needs and wants of the customers. It will then contend that this approach is in some ways flawed, and may sometimes be not applicable to the contemporary marketing environment due to the dramatic changes and movements in the market. However one should also be cautious that the need for modifications in one approach does not imply the total abandonment of it. Instead, we should focus on the ways in which improvements can be done so as to reconceptualise the efforts on the marketing mix approach to see how it can fit into the current business environment.

Taking on mccarthy's 1960 ideas, the four elements of the marketing mix are often referred to as lsquo the four ps'. It is concerned with what the product means to customers and is what keeps the customer attached to the seller. Some marketing decisions to be made include the appearance and functionality of the product.

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Price is the amount that the customers pay for the product, the element which creates sales revenue. Pricing of a product is affected by a number of factors such as competition and market share. Place, or the distribution channel, is the location where manufacturers can deliver the products to the customers.

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Marketers have to consider issues relating to transportation of goods, inventory, logistics, etc. Promotion refers to the ldquo business communication rdquo with the customers within the market to generate a positive customer response. Some key processes include advertising, branding, public relations and publicity. Each of these four elements is interrelated, with one impacting on another borden, 1964. For instance, the branding strategy a marketer implements will affect the pricing, channel of distribution as well as promotional approaches.

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All of these are basic to marketing decisions and need to be considered and adjusted thoroughly so that they can in combination guide the appropriate marketing programme that will bring about desired consumer behaviour as well as returns. The marketing mix is a powerful paradigm that has been popular and dominant in marketing literature and practice since 1950s. It takes into account the different forces from the environment which drive the marketers to produce diverse mixes in devising marketing strategies. The behaviour of customers, the trade, competitors and government make up these important forces borden, 1964. It is a simple and straightforward notion in which the ideas can be visualised through drawing a chart of the mix elements. Following the mix, marketing tasks in an organization are separated from other activities and given significance they are also handed to specialists to handle. Marketers are informed about the fact that interrelations between each p indicate that the focused efforts on one may be a trade off to another goi, 2009.