The Marketing Mix
(The 4 P's of Marketing)
Marketing decisions generally fall into the following four controllable categories:
• Place (distribution)
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. ...view middle of the document...
Marketing communication decisions include:
• Promotional strategy (push, pull, etc.)
• Personal selling & sales force
• Sales promotions
• Public relations & publicity
• Marketing communications budget
Limitations of the Marketing Mix Framework
The marketing mix framework was particularly useful in the early days of the marketing concept when physical products represented a larger portion of the economy. Today, with marketing more integrated into organizations and with a wider variety of products and markets, some authors have attempted to extend its usefulness by proposing a fifth P, such as packaging, people, process, etc. Today however, the marketing mix most commonly remains based on the 4 P's. Despite its limitations and perhaps because of its simplicity, the use of this framework remains strong and many marketing textbooks have been organized around it.
Today the netbook has a large market comparing with the other PCs. Familiar with the similar products, I choose the SONY P series netbook to utilize the 4P’s marketing matrix.
The Product: The SONY P series netbooks weight only 1.4 lbs and measures 9.65″ (W) x 0.78″(H) x 4.72″(D). It is a very small netbook with fashional design. Sony P series features a high resolution, 8.0-inch LCD with a 1600 x 768 resolution and LED backlighting, with a 1.33Ghz Intel Atom processor.It also has 2GB DDR2 RAM, 60GB / 128GB SSD.
The Price: The...