The term marketing mix was first used in the late 1940s by Neil H. Borden (NetMBA, 2007). The original marketing mix introduced by Borden consisted of product, planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. Later E. Jerome McCarthy grouped the parts into the four P’s of marketing known as product, place, price and promotion (NetMBA, 2007). “A typical marketing mix includes some product, offered at a price, with some promotion to tell potential customers about the product, and a way to reach the customer’s place (Perreault & McCarthy, 2004, p.36). The parts of the marketing mix are considered to be the controllable factors of the marketing plan. The marketing mix satisfies the needs of the consumers in a target market as well as maximizes the performance of the organization. A detailed look into the four P’s of the marketing mix as well as......

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Title: Marketing Mix
Approximate Word Count: 1491
Approximate Pages: 6 (250 words per double-spaced page)

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