Marketing mix

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Marketing Mix

Traditionally , marketing is seen as very focused on selling products or services . That is why for a typical consumer , marketing is essentially how a company tries to win him or her over to avail of its products or services . This thinking , however , does not tell the entire picture Kotler et al (2009 : 7 ) explains that many people think that marketing can be equated to selling and advertising but these are only the tip of the marketing iceberg . They go on to state

p Most of what occurs in marketing happens before the customer sees an advertisement (which is the tangible representation of the marketing strategy , hears about a new product or service , or meets a sales representative . Just like an iceberg , over 80 or 90 percent of marketing occurs out of the sight of the consumer (Kotler et al , 2009 : 7

Various reference materials on marketing attempt to functionally describe what it really is . For instance , Chartered Institute of Marketing (CIM ) defines marketing as the management process responsible for identifying , anticipating and satisfying customers requirements profitably (Drummond and Endsor , 2005 : 2 . Meanwhile Baines , Fill and Page (2008 : 5 ) adopt American Marketing Association 's (AMA ) definition of marketing as the activity , set of institutions and processes for creating , communicating , delivering , and exchanging offerings that have value for customers , clients , partners , and society at large

In to come up with effective marketing strategies , experts identified controllable parameters that had to be taken...