1.
Presented by
Dr. Abu Sayeed Mondal
MARKETING MIX

2.
D
D
The Modigliani and Miller Approach indicates that the value of a leveraged firm
(a firm that has a mix of debt and equity) is the same as the value of an
unleveraged firm (a firm wholly financed by equity).
What is MM Approach?

3.
The marketing mix refers to the set of actions, or tactics,
that a company uses to promote its brand or product in the
market. The 4Ps make up a typical marketing mix- Price,
Product, Promotion and Place. However nowadays the
marketing mix increasingly includes several other Ps like
Packaging, People and even Politics as vital mix elements.
Marketing Mix

4.
NEIL BORDEN 12 ELEMENTS
01.
02.
03.
04.
05.
06.
07.
08.
09.
10.
11.
12.
PRODUCT PLANNING
PRICING
BRANDING
CHANNELS OF DISTRIBUTION
PERSONAL SELLING
ADVERTISING
PROMOTIONS
PACAKAGING
DISPLAY
SERVICING
PHYSICAL HANDALING
FACT FINDING AND ANALYSIS

5.
E J McCarthy (1964) Model
Product Price
Marketing Mix
Promotion Place
Product Variety
Quality
Design
Features
Brand name
Packaging
Sizes
Services
Warranties
Returns
List price
Discounts
Allowances
Payment period
Credit terms
Sales promotion
Advertising
Sales Force
Public relations
Direct Marketing
Channels
Coverage
Assortments
Locations
Inventory
Transport

6.
Booms and Bitner 7Ps Model
(1981)
Price
Place
Promotion Physical evidence
Participants
Product Process

7.
Goldsmith 8Ps Model
(1999)
Pricing
Place
Promotion Personnel
Personalisation
Product Physical assets
Proceduers