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Once marketers have decided on an overall strategy
(see sections 2, 3 and 4), their work only just begins. They now
need to coordinate the various aspects of a marketing plan in
order to meet their objectives. The balance of different activities
is often called the ‘marketing mix’. This section
introduces the marketing mix. After completing this section you
should be able to:
1. identify the different areas that need to be coordinated by
a marketing manager – the 4’P’s
2. briefly discuss aspects of each area, providing relevant examples
as an illustration;
3. briefly discuss the additional/different elements that need
to be considered by a marketer of a service;
4. Provide a short critique of the 4’P’s framework.
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