[ToC]

 

Bruce Mallen, Principles of Marketing Channel Management, Lexington Books, 1977

THE MARKETING SYSTEM

The consumer composes the first layer of the marketing system and the "marketing mix" the second. The latter has been divided into a trio classified as communications mix, goods and service mix, and distribution mix. Pricing falls under the second of these mixes. The goods and service mix also includes product policies while the distribution mix includes distribution channels and physical distribution factos. The communication mix is composed of sales promotion, personal selling, marketing intelligence, and advertising.