Solidifies the marketing strategy by defining customers, sales forecasts and marketing objectives. It synthesizes market research and the entrepreneurs strategy into a blueprint for action The plan is implemented through a marketing programme, which addresses the
marketing activities decisions regarding product, the pricing, the promotional activities and the placement activities.
The Marketing Mix
The term marketing mix refers to the apportionment of effort, combinations, designing and intergration of all elements of marketing into a single programme aimed at achieving the objective of a business enterprise. It is a detailed strategy, tasks, operations policies programmes, techniques and activities to which resources may be allocated to achieve marketing objectives.
The term is used to describe the combination of the four inputs which constitute a marketing system ( 4pcs) i.e
- The product
- The price
- The placement
- The promotions
