Criticism of the marketing mix

While the mix provides a ‘backbone’ to marketing theory, which is both memorable and practical, it is not without its critics. Like any academic theory, the marketing mix does need to evolve in line with the business environment (e.g. the 7Ps for service marketing), and while criticism is both valid and healthy, it does not negate the importance of the concept.

Common criticisms are:

· The 7Ps make no direct reference to forming, and sustaining, long-term relationships. If such relationships are critical to business success, why are they not directly addressed?

· The mix can promote a view of product, price, place and promotion as being separate entities, as opposed to the integrated product offering most customers evaluate.

· Internal resource constraints need to be considered, and without active acknowledgement of such factors, the inappropriate combinations of marketing mix variable may increase customer expectation beyond the organization’s ability to deliver.

· Application of the 7Ps can promote standardization, or mass production, at a time when society increasingly values individuality.

· The mix can be viewed as manipulative. The right combination, and intensity, of factors could pressure the buyer into purchase.