营销组合出租车被认为是关于公司营销策略的规划，并且首先由Neil Borden提到。基于这个话题的各种理论，例如四p的理论即首先是产品，然后是产品的价格，产品的推广以及产品的销售或购买的地点（McCarthy，Jerome E，1964） 。但是在服务部门这个理论已经被修改，并且增加了三个关注产品的点，有一些不同的理论强调了客户的需求，在这些理论中有c代替了p，因为它说明营销组合中的重要元素是商品的消费者，商品的可用成本，沟通以及购买者的便利。因此，根据不同的理论，营销组合有不同的元素，而且它们是多样化的，但非常重要。
只准备好的产品对于公司是不够的，找到一个购买和销售商品的地方非常重要，分销渠道应该设计得恰到好处，这样顾客就不难获得商品（Bernard H.; Bitner，Mary Jo，1981），商店应该位于人们可以轻易到达的地方，连锁零售店已经使商业非常成功，因为商店位于澳大利亚各地的黄金地段，因为它们有不同的地方特许经营权。
Marketing mix cab be said to be the planning regarding the marketing strategies of a company and it was firstly mentioned by Neil Borden. There have been various theories based on this topic such as the theory of four p’s i.e. firstly the product then the price of the product, the promotion of the product and the place for the sale or purchase of product (McCarthy, Jerome E, 1964). But in the service sector this theory has been modified and three other points have been added which concentrate on the product, there are certain different theories which stress on the customer needs more and in these theories there are c’s in place of p’s as it states that the important elements in a marketing mix are the consumers of the goods the cost at which the goods are available, the communication and finally the convenience of the buyers. Thus there are different elements of a marketing mix as per different theories and they are diversified yet very important.
Various elements used by the company
Distribution of the product
Just preparing good products is not enough for the company it is very important to find a place for the purchase and sale of the goods, the distribution channel should be properly designed so that it is not difficult for the customers to get the goods in the marker (Bernard H.; Bitner, Mary Jo,1981), the stores should be in a place where people can easily reach, the chain retail stores have made the business very successful as the stores are based in prime locations throughout Australia as there are different franchises.
Needs of the customers
The goods should be designed in such a way that it satisfies the needs of the customers and thus the preference of the customers plays a vital role in the promotional strategies in the modern era, as earlier people had to adjust themselves with the use of a product but in the modern generation the products are adjusted as per the preference of the consumers.