Marketing Mix .

1- Concept of Marketing Mix :
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's .
let me show you that the concept simple , Think about another common mix , Everything have elements become mix eg ( bread , tea . cake . etc. ... )
Tea Mix contain ( tea , water , sugar ) .
Bread Mix contain ( flour , water , yeast and salt ) .
Cake Mix contain ( flour , milk , eggs and sugar ) .
you can alter the final tea by altering the amounts of mix elements contained in it So for a sweet tea add more sugar!
that mean you can control in results by changing the amount of elements , the same thing in the Marketing Mix . The offer you make to you customer can be altered by varying the mix elements .

2- history of Marketing Mix :
The term "marketing mix" became popularized after Neil H. Borden published his article 1964 , The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the Four Ps (Price , Product , Promotion , Place ) .