THE MARKETING MIX OPTIMIZATION

Sabou Felicia
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Sabou Felicia: VASILE GOLDIS WESTERN UNIVERSITY OF ARAD

Annals - Economy Series, 2014, vol. 1, 253-257

Abstract: The paper presents the marketing mix and the necessity of the marketing mix optimization. In the marketing mix a particularly important issue is to choose the best combination of its variables, this lead to the achievement objectives, in time. Choosing the right marketing mix is possible only by reporting information to some clear benchmarks, these criteria a related to the objective of the company at the time of analyze. The study shows that the companies must give a great importance to optimize the marketing mix, because of how its combines and integrates company policies relating to the product, price, distribution and promotion, depends the success or the failure on its market. The practice has shown that if an element of the marketing mix is wrong implemented, marketing strategies and programs do not achieve their objectives, and the company can not generate the expected profit. To optimize the marketing mix, companies should consider the following issues: the resources (materials, financial and human), which will be properly allocated to all the elements of the marketing mix, the specific marketing tools and the relationship of interdependence of all the methods and tools used to optimize the marketing mix.

Keywords: marketing mix; marketing mix optimization; marketing mix variables; marketing strategies (search for similar items in EconPapers)
Date: 2014
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