Commerce2 FY.Bcom Marketing Mix Meaning & Types of Service #fybcom #service #commerce #live #market

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Unit-2
MARKETING MIX
Unit Structure :
2.0 Objectives
2.1 Introduction
2.2 Meaning and Types of Service Expectations
2.3 Services and the Marketing Mix
2.4 Marketing Mix Elements

2.0 OBJECTIVES
After studying the unit students will be able to:
 Understand the concept Customer Expectations of services.
 Know the meaning and types of service expectations.
 Explain the elements of marketing mix

2.5 SUMMARY
Marketing is a process of perceiving, understanding,
stimulating and satisfying the needs of specially selected target
markets by channeling an organization’s resources to meet those
needs. Marketing is thus a process of matching an organization’s
resources to the needs of the market. Marketing is concerned with
the dynamic interrelationships between a company’s products and
services, the consumers’ wants and needs, and the activities of
competitors. The marketing mix concept is a well established tool
used as a structure by marketers. It consists of the various
elements of a marketing programme which need to be considered
in order to successfully implement the marketing strategy and
positioning in the company’s markets. The discipline of considering
the integration of the elements of the marketing mix, as well as the
individual various elements, helps to ensure that there is
consistency within the marketing strategy as a whole.