Easy Notes - By Manoj Singh

Marketing mix is a tool which was propounded by E. Jerome McCarthy in 1960s to help decision makers to decide on various components of product / services which affect a lot in their success and failures. Researchers / professionals generally call it as 4Ps / 7Ps / 4Cs of marketing. This mix answers most of the questions being asked related to product / services and helps a lot in gaining competitive advantage. 

Both the techniques are most popular discounted cash flow techniques used in capital budgeting but sometimes there could be situation where an analyst needs to choose between any of the two. When you are analyzing a single conventional project, then both the tool will give you the same decisions. Once there are mutually exclusive projects*, then dilemma can be faced by analysts while choosing the projects.