UNIT 3 Using the mar keting mix
Why mix marketing? The manager must address these fundamental areas so that all ‘the Ps’
combine to emphasize marketing as a total system of coordinated organiza-
tional activity focused on satisfying customer needs. For the majority of
private sector organizations the aim of marketing is, generally speaking,
synonymous with the overall purpose of maximizing financial returns.
There are clearly a wide variety of possible combinations of marketing
variables which management can select. Inevitably some combinations
will earn greater financial returns than others. The crucial combination of
factors comprising the marketing mix is therefore of high significance.