Solved IGNOU Assignments

The marketing mix is the sum used to describe the combination of four inputs that constitute the company‘s marketing system product, price, place and promotion are four elements of marketing that are interrelated to each other.  A change in one element affects the others. These elements are internal variables of a business enterprise. These are also called 4p’s of marketing programs. These are mixed while preparing marketing programs with an objective to provide maximum satisfaction to the consumers. The term ‘ marketing mix’ was coined by Neil H. Border. Acc. To Neil H. Border, “ T he marketing mix refers to the apportionment of efforts, the combination, the designing and integration of the elements of marketing into a program or mix”