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0:00
Hello, and welcome to this
session on the marketing mix.
My name is Annmarie Hanlon,
and I teach marketing at
Cranfield University's School
of Management in the UK.
Some of these themes
are taken from my book,
'Digital Marketing.
Let's get started.
0:19
In this session, we look at
how the marketing
mix was formed,
we'll explore how this evolved
from the 4Ps to the 7Ps.
Then we'll unpack the
different elements of
the marketing mix, and how they
are used in marketing planning.
0:37
The marketing mix was
initially proposed by
James Culliton in 1948 when
conducting a costing exercise to
better understand
manufacturers' marketing costs.
Culliton discussed how
marketing executives had to mix
the ingredients available
to them in order
to manage the costs
and gain results.
The phrase 'mixing' was picked
up and used by Neil
Borden in 1964,
and included many
elements or ingredients.
The purpose of having the
list of ingredients was about
cost planning, so that
no elements were missing
from a marketing activity.
This started with product
planning and pricing,
with branding and market
channel decisions
for distributing the product.
Personal selling, advertising,
and other methods of
promotion were added along with
costs of packaging and display.
Borden and also
included servicing,
which as large machinery was
the product, would need
regular attention.
Physical handling was included,
which we would
describe as logistics,
warehousing, transport,
and delivery.
Finally, research in the form of
fact-finding and analysis was
part of the original
marketing mix.
This wasn't easy to remember,
and the proportion of
the different elements
varied according to
the type of company and
the products being sold.
E.g,. machine
manufacturers who may
have several large customers,
may require greater amounts
of personal selling,
whereas companies
selling cosmetics to
hundreds of thousands of
customers may use
more advertising.
