THE MARKETING MIX (4P)

Coined by: neill borden (usa)

• PRODUCT (COMMODITY)

          Brand name, functionality, styling, quality, safety,  packing,  warantly.

• PRICE  (COST )

          Pricing strategy, suggested retail price, discount,  bundling.

•  PLACE  (CHANNEL)

           Channel,  market coverage,  inventory,  warehouse,  distribution,  transportation.

•  PROMOTION (COMMUNICATION)

           Promotion strategy,  advertising,  personal selling,   sales promotion,  pe& publicity.

     Example:  cassava (mak itjih)  vs    otak-otak (crispy)