The marketing mix concept is an important part of marketing theory.

However, describing the

concept and making effective use of it are two things. In this article, the author reviews the
elements of the marketing mix and obtains information on how these elements interact. Use ideas
such as consistency, integration and leverage to demonstrate how marketing plans must adapt to
market needs, company skills and changing competition. To meet this diverse need, the elements
of a marketing combination must (with the exception of other attributes) take more effective
advantage of the company's strengths, target precisely defined market segments and protect
companies from competitive threats.
The main 4 marketing mix described are
1. Product
2. Pricing
3. Communication
4. Distribution

Interaction within the mix

For the interaction within the mix their are 3 kinds of interactions,
1. Consistency​- For example, selling high price product through using a proven low price
retailer, it can be done but the image the product wants to potry will not be consistent.
2. Integration​- For example Heavy ads are sometimes harmonized with high selling prices
because additional premium earnings pay advertising costs, and heavy advertising creates
brand differences that can demonstrate high prices. This method is used by national
consumer packaging brands such as Tide Wash Powder, Campbell Soup and Colgate
Toothpaste. However, this does not mean that great publicity and high product prices are
always harmonious.
3. Leverage- ​Leverage stands for the additional advantage a marketer gets by doing the
same effort, for example in the early days of product life cycle, advertising can be very
helpful, while after the product has matured it will not have a very high effect.
Product market fit
One of the first steps in developing a marketing plan is to describe the market completely,
carefully and clearly. One of the last steps before starting the program is to examine the impact
of each item and the overall combination on the target consumer. The review should include
evidence of consistency, integration and leverage.

Program - Company Fit

The marketing plan must also meet the general capabilities of the company. A price-oriented
strategy works well in a company that emphasizes effective manufacturing and distribution and
administrative austerity. Customer-oriented marketing programs are more likely to thrive in a
customer-oriented culture of receptive operations and logistics personnel, rather than a
manufacturing-oriented culture that emphasizes efficiency and compromises customer service.
Large plants for long-term production are ideal for narrow product lines and strong
price-oriented strategies. In addition, companies with solid balance sheets and lower capital costs
are more likely to provide generous credit terms than competitors with financial constraints.
Competitor-Program Fit

The three columns describe the action that the company A will take, thy can be related to price,
quality and advertising, The three rows describe the actions that will be taken by Company B in
response to the action of the company A, the actions will also be in the limited dimensions of
Price, Quality and advertising. The table describes the actions percentage to the reactions and
hence the sum total needs to be 1 or 100%
Additional Mix
There needs to be additional marketing mix needed to be added to make the mix ready to
referred to in the real world.

1. Promotion- Promotions include incentives for short-term price cuts and consumer
coupons, contests and price subsidies; It involves prices and communication. In many
industries and companies, commerce and consumer promotion represent a larger part of
the budget than advertising or personal sales.
2. Brand- Brand is considered to be part of communication and hence it is considered to be
an integrative force to prince policy decisions together
3. Terms and Conditions- The terms and conditions relate to the numerous elements of a
contractual nature (terms of payment, credit, lease, delivery schedule, etc.) that are
closely related to the price. But they are very close to personal sales, and I think they
should be seen as an interface between price and communication. Elements such as
service support and logistics arrangements also apply to product policies. It is important
not to classify these problems, but to treat them as marketing tools.