In 1953 Harvard professor Neil Bordon wrote to the American Marketing Association using the term "Marketing Mix" to describe how a company designs a marketing plan to be implemented. The company has to come up with a product and attach a rough estimate for it's price. They have to figure out how to promote and where they can get the message out. The four P's are popular and so are the four C's of the marketing mix.
- A marketing mix is a set of tools that can change of time to help a business improve their marketing strategy.
- The 4 C's of marketing mix include customer, cost, convenience and communication which focus on the consumer experience.
- Identifying your marketing mix requires identifying the customer, their relationship to your business and your goals.
"Employees, including those who interact directly with customers (such as sales, customer service, or delivery people) as well as staff recruitment and training. This category includes how well employees perform their jobs, how they appear to customers (for example, what their uniforms look like), and how customers feel about their experience."