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1. Product Planning—policies and procedures relating to
a) Product lines to be offered—qualities, design, and so on.
b) Markets to sell—whom, where, when, and in what quantity.
c) New product policy—research and development program.

2. Pricing—policies and procedures relating to
a) Price level to adopt.
b) Specific prices to adopt (odd-even, etc.).
c) Price policy—for example, one-price or varying price, price
maintenance, use of list
prices, and so forth.
d) Margins to adopt—for company, for the trade.

3. Branding—policies and procedures relating to
a) Selection of trademarks.
b) Brand policy—individualized or family brand.
c) Sale under private label or unbranded.

4. Channels of Distribution—policies and procedures relating to
a) Channels to use between plant and consumer.
b) Degree of selectivity among wholesalers and retailers.
c) Efforts to gain cooperation of the trade.

5. Personal Selling—policies and procedures relating to
a) Burden to be placed on personal selling and the methods to be
employed in
1) Manufacturer’s organization.
2) Wholesale segment of the trade.
3) Retail segment of the trade.

6. Advertising—policies and procedures relating to
a) Amount to spend—that is, the burden to be placed on advertising.
b) Copy platform to adopt.
1) Product image desired.
2) Corporate image desired.
3) Mix of advertising—to the trade, through the trade, to consumers.

7. Promotions—policies and procedures relating to
a) Burden to place on special selling plans or devices directed at or
through the
trade.
b) Form of these devices for consumer promotions, for trade promotions.

8. Packaging—policies and procedures relating to
a) Formulation of package and label.

9. Display—policies and procedures relating to
a) Burden to be put on display to help effect sale.
b) Methods to adopt to secure display.

10.Servicing—policies and procedures relating to
a) Providing service needed.

11. Physical Handling—policies and procedures relating to
a) Warehousing.
b) Transportation.
c) Inventories.

12. Fact-Finding and Analysis—policies and procedures relating to
a) Securing, analysis, and use of facts in marketing operations.
Source: Neil H. Borden,“The Concept of the Marketing Mix,” Journal of
Advertising Research, June 1964