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Question
Define the marketing mix.
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Solution
The marketing mix is the combination of different marketing variables that the firm blends and controls to achieve the desired result from the target market In simple words, the marketing mix is putting the right product at the right time, at the right price in the right place. It is one of the important tools of marketing. The 4Ps of the marketing mix was introduced by E. Jerome McCarthy in 1960. It was further extended by Booms & Bitner in 1981 by adding 3 new elements to the 4 Ps principle.
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