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Essay / Research Paper Abstract
This 7 page paper discuss the relevance of Borden's original marketing mix to marketing management to-day and identify what developments have taken place, such as the 4 P's model, together with the application of the marketing mix in real life and how the marketing mix has emerged. The bibliography cites 9 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEmarkmixd.rtf
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Unformatted sample text from the term paper:
target market know what they, why they will benefit them and where to buy them. Today the marketing mix that is most often cited is that if the 4 Ps;
product, placement, price and promotion (McCarthy, 1996) . However this is a relatively new model and the model that is cited as the first formal model is often that of
Borden (1964). The development of this and other marketing models over time may also be seen as equally as valid as the dominant 4 Ps model used today and may
also be argued as the foundation for the newer models. Borden used the term marketing mix when he was teaching in the 1940s, this may have been the result
of James Culliton, a contemporary of Bordens, who described the marketing manager as a mixer of ingredients. Borden argued that the marketing mix contained a number of ingredients; the product,
the planning, the pricing, the branding, the distribution channels, the personal selling, advertising, packaging, promotions, display, servicing the physical handling and the fact finding and analysis (Borden, 1964).
In looking at if and how these may be useful today the model may be argued as more comprehensive that McCarthys 4 Ps. However
the 4 Ps does simply these ingredients, bring them into four main categories; the 4 Ps of product, placement, price and promotion. For example, the product is not only the
product, but also includes the packaging. The promotions may include the advertisings, the displays, the branding, the display and even personal selling. These are all elements that promote the idea
of the product and allow it to be bought. The placement looks at not only the placement in the shop, but also the shops and the way the goods are
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