3.3.4 Making marketing decisions: Importance of and Influences on an Integrated Marketing Mix.

Question 1

Why is it important to have an integrated marketing mix?

Answer 1

A good marketing mix must be co-ordinated so that each element supports and is consistent with the other parts of the mix.

Question 2

Give an example of the importance of an integrated marketing mix.

Answer 2

A supermarket will want its low-priced, economy range of products to be packaged simply so that consumers can see that money is not wasted on packaging. Consumers will also not expect to see expensive advertising campaigns for such products, as they might then question whether a business is really making a serious effort tot keep costs low.

Question 3

What is believed to be the key product of a successful marketing mix? Why?

Answer 3

The product itself as the other elements of the marketing mix will fail if there is no initial interest in the product itself.