Starbucks: Delevering Customer Service
Starbucks: Delevering Customer Service
The Marketing Mix
(The 4 Ps of Marketing)
Marketing decisions generally fall into the following four controllable categories:
* Product
* Price
* Place (distribution)
* Promotion
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 1940s after James Culliton had described the marketing manager as a “mixer of ingredients”. The ingredients in Bordens marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 Ps of marketing, depicted below:
The Marketing Mix
The Marketing Mix
These four Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal