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Unit 9 Marketing in context: further and future issues, integrating the marketing mix

In many ways, this unit seeks to draw together some of the key issues and concepts that we have

considered in previous units. We shall see that, although of necessity we have to consider the

individual elements of the marketing mix separately, in practice, it is vital that the marketer ensures

these individual elements are combined and co-ordinated in planned marketing programmes.

Many factors influence what is an appropriate combination and use of the marketing mix elements

in marketing programmes including the factors considered in Units 2 and 3 encompassing, for

example: opportunities and threats, company strengths and weaknesses, and the selection of

marketing strategies including the key elements of target marketing and positioning strategies. In

addition, however, and again as introduced in earlier units, it is now recognized that the use and

combination of the marketing mix elements is greatly influenced by the context in which these tools

are applied. We explained that in addition to the product life-cycle stages context which we have

already discussed in Unit 4, The different broad contextual settings for marketing identified in the

CIM syllabus encompass: consumer goods markets; b2b (supply chain) markets; large capital

project marketing; services marketing, voluntary and not-for-profit markets; marketing in small and

medium sized enterprises (SME’S) and finally marketing in international markets. We shall,

therefore, compare and contrast the marketing activities and particularly the use of the marketing

mix tools of marketers that operate and compete in these different contextual settings.