Term Paper On Marketing Mix

Term Paper On Marketing Mix-16
You need research to get the necessary funds for your business.

You need research to get the necessary funds for your business.Whether you are starting a small business or expanding your existing business, you need the information and statistics you can get from researching your market to create your business plan.The contemporary marketing mix, or the 4 Ps, which has become the dominant framework for marketing management decisions, was first published in 1960.

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The prospect of extending the marketing mix first took hold at the inaugural AMA Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important limitations of the 4 Ps model.

Taken collectively, the papers presented at that conference indicate that service marketers were thinking about a revision to the general marketing mix based on an understanding that services were fundamentally different from products, and therefore required different tools and strategies.

The insights you need as well as the statistics and data to back your decisions, all these you can gain from investing in market research.

The marketing mix (also known as the 4 Ps) is a foundation model for businesses.

Product refers to what the business offers for sale and may include products or services.

Product decisions include the "quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees, life cycles, investments and returns".

People are essential in the marketing of any product or service. In the professional, financial or hospitality service industry, people are not producers, but rather the products themselves.

When people are the product, they impact public perception of an organization as much as any tangible consumer goods.

in which Culliton describes marketers as 'mixers of ingredients'.

Some years later, Culliton's colleague, Professor Neil Borden, published a retrospective article detailing the early history of the marketing mix in which he claims that he was inspired by Culliton's idea of 'mixers', and credits himself with popularising the concept of the 'marketing mix'.


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