Marketing involves a number of activities. To begin with, an organisation may decide on
its target group of customers to be served. Once the target group is decided, the product
is to be placed in the market by providing the appropriate product, price, distribution and
promotional efforts. These are to be combined or mixed in an appropriate proportion so
as to achieve the marketing goal. Such mix of product, price, distribution and promotional
efforts is known as ‘Marketing Mix’.
According to Philip Kotler “Marketing Mix is the set of controllable variables that
Marketing involves a number of activities. To begin with, an organisation may decide onits target group of customers to be served. Once the target group is decided, the productis to be placed in the market by providing the appropriate product, price, distribution andpromotional efforts. These are to be combined or mixed in an appropriate proportion soas to achieve the marketing goal. Such mix of product, price, distribution and promotionalefforts is known as ‘Marketing Mix’.According to Philip Kotler “Marketing Mix is the set of controllable variables that
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