Neil H. Borden has listed the following elements of the marketing mix. This list can at best serve as a model and the marketing manager can rely upon it or can modify it as per his unique needs.
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1. Product Planning:
(i) Products lines to be offered their qualities, design, etc.
(ii) Market to sell – whom, were, and in what quantities.
(iii) New product policy – R&D Programme.
(i) Price level to be adopted.
(ii) Specific prices to be adopted – odd, even, etc.
(iii) Price policy – one price or varying prices; price maintenance; use of list prices, etc.
(iv) Margins to be adopted for company, for trade.
(i) Selection of trade marks
(ii) Brand Policy – individualised or family brands
(iii) Margins to be adopted for company, for trade
(i) Type of channel to be used between plant and consumer.
(ii) Degree of selectivity among wholesalers and retailers.
(iii) Efforts to gain cooperation of the trade.
5. Personal Selling:
Burden to be placed on personal selling and the methods to be employed in:
(i) The manufacturer’s organisation.
(ii) Wholesale segment of the trade.
(iii) Retailers level.
(i) Amount to be spent.
(ii) Copy platform to adopt – product, corporate or both.
(iii) Advertising mix to the trade; through the trade; to the consumers.
(i) Burden to place on special selling plans or devices directed at or through the trade.
(ii) Form of these devices for consumer promotions, for trade; promotions.
Formulation of package and label policy.
(i) Burden to be put on display to help effect sale.
(ii) Methods to adopt to secure display.
Determining the type of quantum of service needed.
11. Physical Handling:
Warehousing, transportation and inventories.
12. Fact Finding and Analysis:
Secure, analyse and use the facts in marketing operations.
Apart from the internal elements given above, there are certain forces a marketer has to reckon with. It is therefore necessary that such forces are also enumerated and reflected in the marketing mix.