1. THE MARKETING MIX

2. INTRODUCTION
Marketing mix is the blend or the compound of all the marketing efforts houring round the four ingredients namely product, price, promotion and place. These ingredients are interrelated and all revolve round potential consumer satisfaction as the focal point. A marketing mix so evolved is not stagnant but changing in tune and tone of changing internal and external forces.

3. ELEMENTS OF MARKETING
PRODUCT
PRICE
PROMOTION
PLACE

4. New product development Product features Product variety Branding
Product planning
New product development
Product features
Product variety
Branding
Packaging
Labelling
Standardisation & Grading
After Sale Services

5. PRICE Pricing Objective Pricing Policies Price Fixation
Discount Policy
Concession Policy
Payment Period
Credit Terms
Profit Margin
Installment Payment

6. Advertising Personal Selling Sales Promotion Public Relations
Dealers Aids
Customer Aids
Sales Contests
Displays
Demonstration

7. Physical Distribution Transportation
PLACE
Distribution Channel
Inventory Level
Warehousing
Physical Distribution
Transportation

8. FACTORS AFFECTING MARKETING MIX
UNCONTROLLABLE FACTORS
CONTROLLABLE FACTORS
Consumer behaviour
Competitor’s Behaviour
Intermediaries’s Behaviour
Government’s Behaviour
Product policy
Branding policy
Packaging policy
Pricing policy
Promotion policy