Meaning of Marketing Mix
    Marketing mix is the policy framework adopted by 
     marketeer to get success in the field of 
     marketing. It refers to the amounts and kinds of 
     marketing variables, the firm is using at a 
     particular time.
    Under marketing mix, we include: Product Mix, 
     Promotion Mix, Promotion Mix, Distribution Mix, 
     Process Mix, Place Mix, People Mix.
    A customer-oriented firm perform number of 
     functions to satisfy customers needs. The 
     effective coordination of these functions is often 
     called as “Marketing Mix”.
    Historical Development of 
    Marketing Mix
    The term ‘Marketing Mix’ was first use and 
    popularized by Prof. Neil H. Borden of 
    Harvard Business School, London.
    Prof. James Culliton, an American marketing 
    expert in 1948 described the marketing 
    manager as a ‘decider’ or a ‘Mixer of 
    Ingredients’.
    According to Philip Kotler, the marketing mix 
    in the form of 4 P’s explain the seller’s view 
    of the market ad not the buyers’s view.
    Nature of Marketing Mix
    Marketing Mix denotes a combination of various 
     elements which in their totality constitute 
     firm’s ‘marketing system’. The nature of 
     marketing mix concept should be clear from 
     the following explanation:
     Product Mix
     Price Mix
     Promotion Mix
     Place Mix
    These 4 elements of marketing mix are co-
     equal, interdependent and essential.
      Elements of Marketing Mix
      Each marketing firm has its own unique 
        marketing mix. Such inter-firm deviations 
        arises due to the difference in their product 
        policy, price policy, promotion policy and 
        distribution policy.
      This four fold classifications of marketing mix 
        is accepted by many scholars.
                Elements of Marketing Mix: Four 
                         P’s
     PRODUCT      PRICE     PROMOTION    PLACE
     Product Mix
     Product is sum total of tangible and intangible 
      attributes including various attributes. Product mix 
      is the total of all product, offered for sale by a 
      company. Some important variables of product mix 
      are explained here:
     Product Design
     Product Line
     Product Quality
     Product Branding
     Product labeling
     The product having all above aspects are highly 
      preferred be the customers.