Consumer Marketing

*The definition of “Consumer Marketing” has changed throughout the years, but we try to simplify things and bring it back to when James Culliton coined the phrase “Marketing Mixer” in the late 1940’s, which referred to the duties of a Marketing Manager. Neil Borden elaborated on Culliton’s ideas in his book, The Concept of the Marketing Mix, which was published in 1964.

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 four categories that today are known as the 4 P’s of marketing, which are Product, Price, Place and Promotion. RLO believes in not over-thinking consumer marketing, but to rather stick to the basics above. That’s why we begin by researching the goals of the client and customize marketing plans to accomplish those goals. We listen closely and use the basics with modern twists to accomplish what the customer needs.

*http://www.netmba.com/marketing/