Sears and the Marketing Mix

Paper Summary:

This paper discusses the marketing mix in terms of the combination of elements that go into a marketing plan. The marketing mix is often identified in terms of what are called the 4 p's, those being product, price, placement, and promotion. Any company will base its marketing plan on how these are combined and on how they answer consumer needs. The paper further discusses the use of the marketing mix by Sears.

From the Paper:

" The marketing mix is the combination of elements that go into a marketing plan. The marketing mix is often identified in terms of what are called the 4 p's, those being product, price, placement, and promotion. Any company will base its marketing plan on how these are combined and on how they answer consumer needs. Sears is such a company. The term "marketing mix" was made popular by the publication of an article by Neil H. Borden in 1964. Borden offered a number of elements in the marketing mix, and these were later combined in the 4 p's by McCarthy (The marketing mix, 2005, para. 1). Marketing may be undertaken by a company that produces a product, or by a company that sells a lot of products. In either case, the four elements are considered. For a retailer, for instance, the purpose may be to differentiate the store from others in the same field."

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