Essay on Marketing Mix And Marketing Management

1054 Words Jul 15th, 2015 null Page
James Manktelow identified the “4Ps” of marketing when it came to the topic of the marketing mix. First, before getting into Manktelow’s 4Ps, there needs to be an understanding of what the word “marketing” means. Most people starting out in an industry know marketing as “putting the right product in the right place, at the right price, at the right time” (Manktelow, n.d.). This is what identifies the 4 “P”’s of marketing, within this definition: product (or service), place, price and (not mentioned in the definition) promotion. Crucial to marketing it, without these four steps, with just one misstep between them all could lead to a disaster. The marketing mix is a good place to start before pushing out a product or service, to avoid mishaps which could attract the wrong target audience in which the product or service was intended.
E. J. McCarthy, “an Associate Professor of Marketing Management at the University of Notre Dame, has taught at the University of Minnesota and was a Fellow in the Institute of Basic Mathematics for Application to Business at Harvard University during 1959-60. He is the author of “Basic Marketing: A Managerial Approach” and is found in several articles in professional journals” (McCarthy, 1962, p. 71) This man is the one who initially coined the marketing mix concept along with the 4 P’s in which those in the industry should apply them. In order to define your marketing mix, questions need to be posed for each of these 4 corners inherent within.…

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