The Marketing MixThere are many elements or situations that require a well-balanced mix to be successful. For example, the dough for a cake requires a specific amount of each element, otherwise the cake may be too sweet or simply not good if the ingredients are not mixed properly. The same goes for marketing. Marketing requires a good combination to be successful in ultimately selling the product at a profit. Below we will explain what the marketing mix is ​​and a brief history of the marketing mix. It will also discuss the four Ps of the marketing mix in more detail and show the relationship between the marketing mix and a product offered by Verizon Communications. The History of the Marketing Mix and the Four Ps The term "marketing mix" has been dated to have originated in the late 1940s. Neil H. Borden, a teacher at the time, began using the term after James Culliton had described the marketing manager as a "mixer of ingredients". The term “marketing mix” gained its popularity in 1964 when Borden published his article, Borden's original marketing mix concept included product planning, i pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, service, physical handling, fact finding and analysis. The ingredients of marketing Borden's original mix were later grouped by E. Jerome McCarthy into what are now known as the 4 Ps of marketing: Product, Price, Placement and Promotion (NetMBA, 2006). right product or service for the target market. In the case of physical products, it also refers to any services or conveniences that are part of the offering (quickmba, 2004). In the product area of ​​the marketing mix there are some strategic decision areas that will need to be addressed. A company must decide what the physical good or service is. Once the general idea of ​​the product is decided, the company will have to address other areas such as: features, benefits, quality level, accessories, installation, instructions, warranty, product lines, packaging and branding (Perreault, 2004). These are all general areas that the company will need to address to meet consumer needs and expectations. The price of the product or service is the next P in the marketing mix.