The Dimensions of Marketing Mix

Abstract

This paper discusses the 4 'P's of marketing mix, which comprise: product, price, place and promotion, and theconnection with integrated marketing. Marketing managers use the Marketing Mix model in an attempt to generate theoptimal response in the target market by blending these four variables in an optimal way. The marketing mix is flexibleand can be adjusted on a frequent basis to meet the changing needs of the target group and the other dynamics of themarketing environment. It is important to understand that the Marketing Mix principles are controllable variables. Thedimensions of marketing mix go a long way towards the product management, customer data base, segmenting,targeting and positioning, which will be the main topics of this paper. In addition, it provides some examples(companies such as McDonalds and Air Arabia) to emphasis this concept.

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