Marketing S.S.S 3 First Term

WEEK 6

Marketing Mix (4ps)

Performance Objectives

Students should be able to:

1. Explain the marketing mix (4Ps)

i.  Product and price

Content

1. Explanation of the marketing mix (4Ps)

i.  Product and price

Marketing Mix

The term marketing mix is a popular phenomenon in the principle of marketing management and it refers to the combination of the four inputs or factors that constitute the major components or pillars upon which marketing system rests. The term is popularly known as the 4ps'. McCarthy in 1976 was the first professional marketer acclaimed to have referred to product, price, promotion and place as 4P's of marketing. Marketing Mix refers to all marketing decisions and activities which stimulate, enhance and promote sales. It is a combination of policies, procedures processes, programmes, strategies, techniques and methods adopted from period to period by an organisation in its marketing programmes and activities which will help to best.... View More