chapter
80 Pages

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.