The marketing mix is the combination of elements necessary to the planning and execution of the total marketing operation. The total marketing operation mainly consists of three
processes : Analyzing the situation of companies, STP, and Marketing mix. Marketing
managers first analyzes the situation of the company and then conduct STP : Segmentation,
Targeting, Positioning. In STP, they segment the market, choose the target market in which
the company can have competitive advantages and determine what is to be their products’
position in the market, and then they design the marketing mix. In the process, marketing
managers should design an internally consistent and mutually supportive marketing mix.
It was specifically divided into the 4P s : Product, Placement, Price & Promotion by E.Jerome McCarthy in 1960, & from then it has been dealt with various variables. Thes e variables include not only goods và services but usage, value, image & so sánh on .
Relative importance among 4P s
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In devising the seo tổng thể tại hà nội
strategy : the total marketing operation, it is usually said that getting a competitive advantage should be considered importantly than any other factors. Thus, sản phẩm và price is firstly determined because in the case they could be seen more related bự the competitive advantage. In that case, decision-making about place và promotion is considered relatively later after determining the strategic position of the products by comparing rival products & then giving relative chất lượng of products, price of products béo the market. However, it is usual way of using marketing mix, & the relative importance of each mix can be different in many cases in terms of the situation of the market, the characteristic of the hàng hóa, the characteristic of the company và so sánh on. Thus, place or promotion can be the highest priority in any cases. In conclusion, marketing managers must pursue the most appropriate marketing mix with a bid mập achieving competitive advantage using minimum effort .
- Kotler, Philip (2003) “Marketing Management”, Prentice Hall, ISBN 0131457578.
- Chae Seo Il (2007) “Marketing”, B&M Books, ISBN 89-91879-19-5
- Silbiger, Steven (2005) “The Ten-day MBA”, HarperCollins, ISBN 978-0-06-079907-6
Source: https://chickgolden.com
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