Marketing mix is a business deal and win the competition,effective means of coordinating the work of various departments within the bond,a reasonable allocation of corporate marketing budgets.Starting from the development of product strategy,and pricing,promotion and distribution channel strategy,combined into the overall strategy to achieve with the right products,right price,right marketing approach,the purpose of the product to the right place.Business success or failure depends largely on the choice of portfolio strategy and the integrated use of their results.
Marketing mix refers to the enterprise characteristics and requirements for the target market,the integrated use of corporate control factors,the implementation of the best combination to achieve the business objectives of the overall marketing activities.
Enterprises can control include:product (Product),price (Price),sales channel (Place),promotion (Promotion).
Characteristics of the marketing mix:
1,the marketing mix factors controllable
2,the dynamic nature of the marketing mix
Marketing mix,with changes in market conditions and business factors that control the dynamic changes of multiple combinations.
3,a compound of the marketing mix:
Corporate marketing mix elements of both companies controlled product,price,channel,promotion of the overall portfolio,but also includes within each sub-combination of controllable factors.This needs to adapt to market conditions and consumer sub-portfolio,the overall marketing mix is the best business basis.
4 marketing mix are subject to the constraints of the enterprise market positioning strategy,market positioning strategy that is based on the design and arrange the appropriate marketing mix.
Proper arrangements for corporate marketing manager of corporate marketing,marketing mix an important role in the success or failure:
(1) can exceed and give full play to the competitive advantage and achieve corporate strategic decision-making requirements;
(2) strengthen the competitiveness and adaptability,so that corporate power was invincible;
(3) can work closely with various departments within the enterprise,division of labor,a coordinated marketing system (overall marketing),the flexibility to effectively adapt to changes in marketing environment