ABSTRACT
This unit covers the first of the elements of the so-called ‘marketing mix’, the elements of which
you were introduced to in Unit 1. Remember we stated that the marketing mix comprises
those tools or ingredients which the marketer uses to develop marketing plans and
programmes. You will also recall that the original four elements of the marketing mix comprise
the elements of Price, Place, Promotion and the focus of this unit, namely, Product. Since first
proposed by Neil Borden, these four original elements of the marketing mix have since been
extended to include the further three Ps of People, Process and Physical evidence.
In discussing the key elements of the marketing mix in this and the units which follow, we will
obviously discuss the elements individually and in some detail. It is vital, however, for you to
remember that ultimately each of the individual elements of the mix must be co-ordinated and
integrated so as to provide a cohesive and balanced overall mix of the elements in marketing
strategy. This is something therefore that we shall stress throughout our discussion of the
individual mix elements.
