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Strategic and tactical implications
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The marketing mix has both strategic and tactical implications. In the longer term, the organization is attempting to create advantageous positions in its various markets, taking into account the need to generate returns for stakeholders and the impact of broad-scale elements, as well as the strategic intentions of competitors. In the short term, the elements will be used to respond to detailed movements in the market (such as changing customer needs and competitor activities), and to gain tactical advantage. An example is given in the table:
| Mix element | Tactical issues | Strategic issues |
| Product/service | Detailed modifications | New product development |
| Price | Minor adjustments | Shareholder value |
| Promotion | Positioning/branding | Brand building |
| Distribution (place) | Channel management | Logistics and channel strategy |
| People | Day-to-day management | Recruitment and training |
| Processes | Process management | Systems development |
| Physical evidence | Attention to detail (e.g. cleanliness) | Design and control of overall physical appearance |
The allocation of resources to the mix elements should be determined by the contribution that each element is expected to make to the achievement of marketing objectives.
Exercise 9. Read the text once again and express the contents of every passage in one sentence.
Exercise 10. Fill in the gaps in this passage with the words under the line; learn the new words to expand vocabulary on the topic.
Дата публикования: 2015-01-13; Прочитано: 180 | Нарушение авторского права страницы | Мы поможем в написании вашей работы!
