The Marketing Mix IntroductionSetting the right marketing mix for the product or service means including all the important basics of the marketing strategy. The marketing mix is ​​generally defined as the use and requirements of the 4Ps that describe the strategic position of a product in the market. One version of the beginning of the marketing mix begins in 1948 when James Culliton said that a marketing decision should be the result of something related to a method and described the marketing manager as a "mixer of ingredients". In 1953, Neil H. Borden adopted these theories into his teaching. The term "marketing mix" became popular after Borden published his article, The Concept of Marketing Mix in 1964. Borden's marketing mix which included product planning, pricing, branding, distribution channels, personal selling , advertising, promotional channels, packaging and other factors Overall With this information, a company controls four important marketing elements that it combines in order to reach the company's target market. These depend on the Product itself, the Price of the product, the means of selecting its Seat and the Promotion of the product. When combined, these four elements form a marketing mix (see Figure 2.1). A company can counteract its marketing mix by changing one or more of these elements. Therefore, a company can use one marketing mix to reach a target market (a group of individuals or organizations for which a company develops and maintains a marketing mix suited to that group's specific needs and preferences) and a different marketing mix to reach another target market. . For example, most IT technicians produce different types and models of...... middle of paper ......final sales, sales promotion and public relations are the four main elements in an organization's promotional mix (see Figure 2.2). Two, three or four of these ingredients are used in a promotional mix, depending on the type of product and the target market involved. Promotional decisions are those related to communicating and selling to potential consumers. Because these costs can be high in proportion to the price of the product, you should perform a break-even analysis when making promotion decisions. It is useful to know the value of a customer to determine whether additional customers are worth the cost of acquiring them. Here are some examples of promotional decisions made to be included: Promotional strategy (push, pull, etc.) Advertising Personal sales and sales force Sales promotions Public relations and advertising Marketing communications budget