MARKETING MIX

Marketing mix is the set of marketing tools that

the firm uses to pursue its marketing objectives in
the target market.
McCarthy classified these tools into four broad
groups that he called the 4ps of marketing:

4 Ps of Marketing

MARKETIN MIX

Product

price promotion

place

Product variety list price sales promotion channels

Quality discounts
advertising
coverage
Design allowances
sales force
Features payment public relations locations
Brand name
period direct marketing inventory
Packaging
credit terms
transport
Sizes
Services
Warranties
returns

4 Ps represent the sellers view of the marketing tools

available for influencing buyers. From a buyers point of
view, each marketing tool is designed to deliver a customer
benefit. Lauterborn suggested that the sellers 4 Ps
correspond to the customers 4 Cs.
4 Ps
Product
Price
Place
Promotion

4 Cs
Customer Solution
Customer Cost
Convenience
Communication

THE 4PS OF CADBURY