The marketing mix provides an excellent framework for developing marketing plans in an orgnazation.The marketing mix for phsyical goods is generally accepted as being made up of the 4ps which are:
· product
· price
· promotion
· place once the marketing objectives have been agreeded marketing plans must be devloped to achieve goals.Buisenessses will often tailor its marketing mix to suit its objectives.The objectives often includes:support brand building,satisfying needs and aspirtaions of a targeted group of customers.
Support brand building the marketing mix supports the building of brands and also through product stretaergies.Strengthening brand awraeness is beneficial for a buisness because a strong brand allows a buisness to make more effective use of its marketing stratergies by promoting more than one product within the brand range.This can often lead to the to a higher raise of the profile of new products in a brand.
Satisfying needs and aspirtaions of a targeted group of customers.The four ps of the marketing mix are the parameters that a business can control,although they are subject to internal and external constraints of the marketing envioment.The goal is to make decisions that centre the four ps on the customers in the target market,in order to create perceived value and to generate a postive response.If a product genuinley satisfys the needs and aspirtaions of its target market ,it stands a better chance of long term success rather than a product which does not.A successful marketing mix should convince customers that they need the product and that it is the best,but the product itself needs also needs to renforce the message. importance of need for cohesion of diffrent elements of the marketing mix.People who want cans of coke need to find them in a variety of conveinent locations.such as local shops .They are unlikely to search