The following issues needs to be considered in implementing the marketing mix:
1. Strategic tool
The marketing mix is a strategic tool in marketing. Each element of the marketing mix is under the control of the marketing firm and can be altered to achieve the desired results in the target market. The marketing manager should have full control on the mix and free to change the blend according to the need.
The marketing firms need to adopt several marketing mixes for different products in different target markets. The marketing mix used to sell branded products in urban areas is totally different from lower priced products sold in villages of remote areas.
The firm adopts an adequate blend of the marketing mix elements in relation to a product in a defined target market. The nature of the market and the characteristics of the product determine the composition and proportion of the marketing mix. A manufacturing firm needs to give equal weight to all elements of the marketing mix. A service firm will put more emphasis on people, process, and physical evidences. A retailer's marketing mix may have higher composition of shop-displays and public relations.
2. Different mixes for different segments
The marketing firms need to adopt several marketing mixes for different products in different target markets. The marketing mix used to sell branded products in urban areas is totally different from lower priced products sold in villages of remote areas.
Also Read:
3. Mixes differ for different organizations
The firm adopts an adequate blend of the marketing mix elements in relation to a product in a defined target market. The nature of the market and the characteristics of the product determine the composition and proportion of the marketing mix. A manufacturing firm needs to give equal weight to all elements of the marketing mix. A service firm will put more emphasis on people, process, and physical evidences. A retailer's marketing mix may have higher composition of shop-displays and public relations.
