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Marketing Mix The term Marketing Mix was born in the early 1960s and is one of the more popular phrases used in marketing So what is the Marketing Mix In an article titled The Concept of the Marketing Mix written by Neil H Borden describes the four elements that actually make up the marketing mix The four marketing elements of the mix are for all intents and purposes marketing tactics that are used to effectively execute a marketing campaign The elements are better known as the Four Ps which stand for Product Price Place and Promotion Product is the first of the four Ps in the marketing mix A product is a good or service that is offered to satisfy the need of the consumer The product creates the value of the company The product is the most important of the four Ps because without a good product or service you have nothing of value The second P stands for Price The price of the product means a lot to the consumer and the price of any product can be based on several factors Every product or service has a price the price has a lot to do with the demand of the product The prices of your competitors also affect the price of your product Companies have multiple pricing techniques to reach the most competitive price of their product One example of this is value-based pricing which is nothing more than a guess of the maximum amount of money a consumer would spend on the product and then pricing that product below that figure and market it as a bargain Another example is cost-based pricing which is nothing more than adding a markup cost to the net cost of the product Whatever pricing technique is being used must account for the supply and demand of the product being sold The third of the four Ps is Place The term place means where
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