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Marketing Mix Question

Richard asks…

Consider the marketing mix. How does the marketing mix differ in the domestic and international environments? ?

Consider the marketing mix. How does the marketing mix differ in the domestic and international environments? How is it the same? Should international marketing managers standardize the marketing mix? Why or why not?

scottparat answers:

Differences: vast differences. Are they literate or not? Is there broadcast radio/tv or not? Is there a newspaper or a shaman? Free press or government controlled access? I mean, come on. Is this even a legitimate question? In the US, the marketing mix differs from town to town in the same state. You think it’s the same globally? What are you smoking?

Similarities: We are all human. We all want the same thing: something for nothing, or as close to that as we can get. But that has nothing to do with the marketing mix. Marketing is primarily based on available media. Different markets have different media strengths and weaknesses.

Standardize: See differences, above.

Betty asks…

What element of the marketing mix do you think is most critical when positioning products or services to your?

What element of the marketing mix do you think is most critical when positioning products or services to your target market? Why?

scottparat answers:

The mix is a bundle of variables which are offered to the customer. These include the product or service itself (its advantages); its availability (the place where and when it is available, delivered or distributed); its image (the way it is promoted) and, of course, the price which should be charged.

These are some of the ingredients which a marketing manager must mix together when optimising a limited amount of resources.

What is the best mix? A marketing manager has to juggle resources and decide on the best marketing mix. Should money be spent or forfeited on: reduced prices? Improved products? New delivery trucks? Or maybe invest all your money in a high risk TV advertising campaign?

Did you recognise the 4 Ps just there? In 1960 Jerome McCarthey presented the 4 Ps to the world. Since then marketing managers around the world have become familiar with them. Can you recall them?

In addition to the 4 Ps, there are other approaches to the mix. These are explored under ‘Different Approaches’ subtopic as shown in the title map.

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