What are the activities constitute the marketing mix, Marketing Management

What are the activities constitute the marketing mix

Collectively, the activities constitute the marketing mix -4Ps, as McCarthy (1960) originally referred to them - and the fundamental task of marketing is to combine these 4Ps into a marketing programme to facilitate the exchange process. Use of the 4Ps approach has been criticised as limiting the scope of the marketing manager. McCarthy's assumption was that tools of the marketing mix allow adaptation to uncontrollable external environment. It's now seen that external environment can be influenced and managed strategically and rise and influence of the service sector isn't easily accommodated within original 4Ps. To accommodate these factors, extra Ps, like Processes, Political Power and People, have been suggested. A marketing mix of 20Ps has even been proposed by some but essence of the mix remains the same and this deterministic approach has raised concerns and doubts about its usefulness in a marketing environment which is very different from that in which 4Ps were conceived.


Posted Date: 9/18/2013 5:44:41 AM | Location : United States

Related Discussions:- What are the activities constitute the marketing mix, Assignment Help, Ask Question on What are the activities constitute the marketing mix, Get Answer, Expert's Help, What are the activities constitute the marketing mix Discussions

Write discussion on What are the activities constitute the marketing mix
Your posts are moderated
Related Questions
Industrial Goods All goods and services that are used in the production of other goods and services subsequently supplied to consumers. Industrial goods separated into 3 catego

Question 1: Consumer buying behaviour is based on the degree of buyer involvement and differences among brands. Assume that you are in the process of buying the latest cruise

marketing mix and components

How is Advertising affected by retaining customers of a firm? Advertising: Customers genrally influence other members of their affect group who rely upon them for referen

Explain about the Demographic Trends. Demographic Trends: The changes within demography have significant implications for human resource management. A main change compris

How should Shoppers’ Stop develop its demand forecasts?

How is American Marketing Association refined about the marketing research? Although, the American Marketing Association (AMA) redefined marketing research like a function that li

difference between marketing efficiency and marketing effectiveness

Assume Clinique expects to sell 3 million ounces of BB cream within the first year after introduction but expects that half of those sales will come from buyers who would otherwise

To play a certain lottery, a person has to correctly select 6 out of 53 numbers, paying $1 for each six-number selection. If the six numbers picked are the same as the ones drawn