PRESENTATIO

N
ON
MARKETING
MIX

BySAR ANGAPANI
PHUKAN

OBJECTIVES
To explain the concept and
characteristics of marketing
mix
To describe about the various
components of marketingmix.

What is Marketing Mix ?

 Marketing mix is the mixture

of essential elements of
marketing in order to enhance
satisfaction.
Marketing mix offers an
optimum combination of all
marketing elements so that we
can achieve company goals
such as profit, return on
investment sales volume, and
marketing shares and so on.
It naturally changes the
environmental factors such as

CHARACTERISTICS OF MARKETING MIX.

Marketing mix is the crux of the

marketing process.
Marketing mix has to be reviewed
constantly in order to meet the
changing requirements.
Changes in the external environment
necessitate alterations in the mix.
Changes taking within the firm too
necessitate changes in the marketing
mix.

FACTORS AFFECTING MARKETING

MIX
Factors affecting the marketing mix
Consumers behavior.
-It is determined by consumers motivation
in purchasing, buying habits, living habits,
buying power.
- Technical and socio-economic
development of the society also brings
changes in consumers behavior.
Competitors behavior
-Competition is another factor affecting
the demand and supply for the product.
Major factors included in competitors
behavior are-

Factors affecting the marketing

mix
-Government exercises control and
regulates the production and pricing of
products, advertising and sales
promotion.
- The management should consider the
consider the government laws and
policies while formulating the marketing
mix.

Basic elements of
marketing mix

PODUCT

PRODUCT
A product is anything which can satisfy a
need, want or desire of consumers and can
be offered in an exchange process.
Hence a product can be a commodity,
service, idea or a combination of all this.
Therefore a product can be any of the
following

a material product
an intangible service
a location
a person
an idea

Essential attributes of a product

Tangibility
Intangible attributes
Exchange value
Consumer satisfaction

PRICE

Price is the value that the company

expects to get from customers in return of
the product or the service the company is
providing to the customer.
Price is what the company gets back in
return for all the effort that it puts into
manufacturing and marketing the products.
The other three elements of marketing
mix i.e., product, promotion and
distribution incur cost.
Both undercharging and overcharging
have detrimental effects on profitability.

FACTORS AFFECTING PRICING

DECISIONS
Factors affecting pricing decisions are
divided into two groups
INTERNAL FACTORS
EXTERNAL FACTORS
Internal factors
Product differentiation
-Price of the product depends upon the
characteristics of the product

Internal factors
Marketing mix
- Marketing experts view price as only one
of the main important elements of
marketing mix.
Cost of the product
-Cost and price of a product are closely
related.
- Most important factor is the cost of
production.
Objectives of the firm
- Pricing contributes its share in achieving
the objectives of a firm.

External factors
Demand
-Exists a close relationship between
demand and price.
Economic conditions
-Economic environment of a country also
affects the pricing decisions of a country.
Government
- Government policies in the form of taxes
and price fixation also affects pricing
decisions.

External factors
Suppliers
- Suppliers of raw materials and other
goods also affects the price of a product.

PLACE
Place or its more common name isDistributionis
about how a business gets its products to customers. It
is to make products available in the right place at the
right time in the right quantities.
After deciding the product, price, promotion methods
the business needs to get the product to the consumer.
Where consumer can buy the product will depend on
how well it will sell.
Business have to decide where to sell their product.
They also have to decide how products gets to the
consumer.

CHANNEL OF DISTRIBUTION

PROMOTION
Promotion is any communicative activity
whose main objective is to move forward
a product, service or idea in a channel of
distribution.
Sales do not take place automatically
without promotion or marketing
communication.
Therefore in essence, Promotion is the
spark plug In marketing mix.
The promotion is the process of
marketing communication involving
information, persuasion and influence.

PROMOTION
Promotion has three specific purposes It communicates marketing information to
consumers, users and sellers.
Promotion persuades and convinces the
buyer and enters into consumer behavior.
Promotional efforts act as powerful tools
of competition providing the cutting edge
of its entire marketing program.

PROMOTION
ELEMENTS OF PROMOTION MIX
Personal selling
- Oral presentation of goods or services.
- It is the conversation with one or more
prospective customers for the purpose of
making sales.
- It is the creation of demand for product
through sales representations.
Advertising
- It is the paid form of impersonal
presentation and promotion of ideas,
goods or services by an independent
sponsor.

PROMOTION
ELEMENTS OF PROMOTION MIX
Sales promotion.
- Marketing activities other than personal
selling, advertising and publicity that
stimulates consumer purchasing and
dealer effectiveness are known as sales
promotion. For instance- rebate, price off,
premium offer.
Publicity.
-Creates awareness among the potential
customers.
For instance- News items about a
business is an example of publicity.

PROMOTION
ELEMENTS OF PROMOTION MIX
Public relations.
- Now a days, most of the companies
maintains a separate public relation
department to maintain relationship with
the public i.e., suppliers, dealers,
customers and government agencies.

conclusion
This traditional four ps of
marketing mix helps in
satisfying or communicating
with customers.
The notion of mix implies that
all the variables are interrelated
and dependent on each other.
Lastly marketing mix is an
important ingredient in
promoting the different market
segments to further extent.

THANK YOU