A Brief History of the Marketing Mix
Posted: Wed Jan 22, 2025 6:35 am
The term "marketing mix" was introduced into circulation by the American entrepreneur Neil Borden. His business partner James Culliton back in the 1940s compared the position of a professional in this field with a certain set (mix) of important business components. Borden liked this comparison, and he began to actively use the new term in his practice. However, among specialists, this concept was finally established only in 1965, after the publication of "The Concept of Marketing Mix." Borden was the author of this publication.
The article provides a detailed description and systematization of the marketing tools necessary for promotion. Particular emphasis is placed on the behavior of intermediaries and end consumers. The author believes that the strategy of competitors and the influence of government agencies on business are also important.
A Brief History of the amazon database Marketing Mix
Initially, 12 elements of this strategy were identified:
Product planning, including prospective:
Design of the product line (definition of quality, design and other solutions).
Sales markets (identification of target audience, geography of sales, seasonality and volumes of products sold).
Promising development of new products.
Pricing:
Setting the correspondence between the established cost and the real value.
Determining the price range.
Formation of a pricing policy (creation of rules by which prices are set and sales price lists are compiled ).
Determination of wholesale and retail markups, formation of discount policies for each direction.
Development of a trade mark, including branding rules, and all related procedures:
Brand selection.
Formation of brand architecture.
Identifying the possibility of selling under your own brand.
Selection of distribution channels:
Defining the path from producer to consumer.
Establishing rules for choosing between wholesalers and retailers.
Identification of obstacles that arise when establishing mutually beneficial cooperation with trading companies.
Organizing sales and determining associated costs:
Sales from the manufacturer.
Wholesale.
Retail.
Determining the required volume of advertising at the initial stage:
Drawing up a PR cost structure.
Formation of a consumer image of the product.
Creating a portrait of the company from the client's point of view.
Development of an advertising mix for distributors and consumers.
Establishing rules for trade marketing and BTL within the framework of promotion:
Determining the costs of holding promotions for wholesale customers and organizing them.
Selection of marketing activities for end customers and retailers.
Read also!
"9 Types of Customer Loyalty Programs"
Read more
Work on the design and functionality of packaging:
Development of format and marking requirements.
Customer service and formation of product-related infrastructure:
Organization of the service necessary for the sale of goods.
Merchandising:
Calculation of costs for product display that increases sales.
Development of methods for ensuring merchandising.
Logistics:
Resolving issues of product storage.
Organization of transport logistics.
Inventory of goods.
Analytics:
The article provides a detailed description and systematization of the marketing tools necessary for promotion. Particular emphasis is placed on the behavior of intermediaries and end consumers. The author believes that the strategy of competitors and the influence of government agencies on business are also important.
A Brief History of the amazon database Marketing Mix
Initially, 12 elements of this strategy were identified:
Product planning, including prospective:
Design of the product line (definition of quality, design and other solutions).
Sales markets (identification of target audience, geography of sales, seasonality and volumes of products sold).
Promising development of new products.
Pricing:
Setting the correspondence between the established cost and the real value.
Determining the price range.
Formation of a pricing policy (creation of rules by which prices are set and sales price lists are compiled ).
Determination of wholesale and retail markups, formation of discount policies for each direction.
Development of a trade mark, including branding rules, and all related procedures:
Brand selection.
Formation of brand architecture.
Identifying the possibility of selling under your own brand.
Selection of distribution channels:
Defining the path from producer to consumer.
Establishing rules for choosing between wholesalers and retailers.
Identification of obstacles that arise when establishing mutually beneficial cooperation with trading companies.
Organizing sales and determining associated costs:
Sales from the manufacturer.
Wholesale.
Retail.
Determining the required volume of advertising at the initial stage:
Drawing up a PR cost structure.
Formation of a consumer image of the product.
Creating a portrait of the company from the client's point of view.
Development of an advertising mix for distributors and consumers.
Establishing rules for trade marketing and BTL within the framework of promotion:
Determining the costs of holding promotions for wholesale customers and organizing them.
Selection of marketing activities for end customers and retailers.
Read also!
"9 Types of Customer Loyalty Programs"
Read more
Work on the design and functionality of packaging:
Development of format and marking requirements.
Customer service and formation of product-related infrastructure:
Organization of the service necessary for the sale of goods.
Merchandising:
Calculation of costs for product display that increases sales.
Development of methods for ensuring merchandising.
Logistics:
Resolving issues of product storage.
Organization of transport logistics.
Inventory of goods.
Analytics: