Académique Documents
Professionnel Documents
Culture Documents
Prof M. R. Suresh
CONCEPT OF THE MARKETING MIX A marketing executive a "mixer of ingredients", one who is constantly engaged in fashioning creatively a mix of marketing procedure and policies in his efforts to produce a profitable enterprise.
2
Product lines to be offered, qualities, design, etc. The markets to sell; whom, where, when and in what quantity; New product policy - research and development programme.
3
relating to:
Selection of trade marks Brand policy - individualized or family brand Sale under private brand or unbranded
The manufacturer's organisation The wholesale segment of the trade The retail segment of the trade.
and
10
The Trade's Behaviour - Wholesalers' and Retailers' behaviour, as influenced by: Their motivations Their structure, practices and attitudes Trends in structure and procedures that portend change
12
Product choices offered to consumers by the Industry: In quality In price In service Degree to which competitors compete on price Vs non-price bases Competitors motivations and attitudes their likely response to the actions of other firms Trends technological and social, portending change in supply and demand
14
The appraisal of firm resources when devising a marketing mix Long term versus short term aspects of the marketing mix The Use of the marketing mix concept:
15