Evaluation of the Marketing Mix — Its Application to Strategic Marketing

Abstract

Sets out to establish a method of evolving a marketing mix, which relates intelligently to the marketing objectives set during the development of the marketing plan. Attempts to harness the wisdom and expertise which exists at a subject level in almost any business and uses these to derive a set of actions which are capable of bringing about a predetermined collective effort. States that many companies fail because of their inability to assess the collective effect of their actions in their markets, andit will be of considerable benefit if this study can achieve a method of evolving and evaluating the marketing mix for a company, without recourse to complex model building. Spotlights the following: data analysis; product line; distribution; price; merchandising; advertising and promotion. Concludes that it may be sensible to concentrate resources on other markets until such time as it could have genuine faith in its ability to compete successfully.

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