* The Marketing Mix
What is marketing? The meaning that many marketing managers gain knowledge of as they start out in the marketing profession is: Putting the right product in the right location (place), at the right price, at the right time. The success of an organization depends on the success of marketing. Accounting, Finance, operations, and other functions of business will not matter if there is not a demand for the organization’s product or service (Kotler, 2009). The term “marketing mix” was coined by Neil Borden back in 1953 during his American Marketing Association (AMA) presidential speech. The marketing mix include the controllable variables the company puts together to satisfy the target group (Perreault, 2009). The consumer is not a part of the marketing mix, but should be the target of any organization’s marketing campaign. In 1960, Jerome McCarthy introduced the notion of the 4Ps – Price, product, place, and promotion marketing mix [ (Marketing Mix 4P's and 5P's by Jerome McCarthy, 2010) ]. For several years these 4P’s have been in use as the chief basis on which a marketing plan is based. All of the four P’s are needed for a successful marketing mix and campaign. Generally speaking, each of the four P’s has contributed equally to the whole marketing mix. All decisions concerning the P’s supposed to be made at the same point in time, each of the Ps is equally important [ (Perreault, 2009) ].
The Pricing P: