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The Marketing Mix Marketing Management Introduction The Marketing Mix, a basic tool of Marketing managers, is defined by Microsoft Encarta World English Dictionary as: “mar•ket•ing mix (plural mar•ket•ing mix•es) noun mixture of marketing techniques: the particular mixture of marketing techniques, for example, pricing, packaging, and advertising, used to promote the sale of a product” (2000). Marketing Mix is also known as the Four P’s. The Four P’s stand for …

…consumers. It creates a price that is acceptable, provides a location to receive the product or service that is convenient and acceptable to the consumer. It creates a stir about the product or service, that allows the consumer to say, “Yes, I have a need and this fulfills it”. The Marketing Mix is the part of marketing that cannot be ignored, for without this basic tool of marketing, then you have no plan at all.