SOCIAL INTERFACES OF THE MARKETING MIX
THE MARKETING MIX concept emphasizes the complexity and total firm involvement necessary for sound marketing decisions. The marketing mix has traditionally faced various internal and external constraints. These constraints in the internal area include: financial status, manufacturing capacity, and traditions of the firm. In the external area, constraints include competitive actions, government regulation, and the consumer.
The components of the marketing mix are now being reexamined in response to the expanding influence of consumerism within the socio- economic system. This reexamination includes a "cost-benefit analysis" of the impact of the firm's product on the public. This examination of product strengths and weaknesses reflect the perspectives of various groups including those of consumer groups and advocates, private citizens, public officials, students and practitioners.
This evaluation of the social relevance of marketing mix components has raised two principal issues. The first is the necessity for the existence of the mix components; the second is a method for the regulation of those components that are both necessary and vital.
The first issue, the necessity for the actual existence of the marketing mix, has both opponents and proponents. Opponents suggest that these components may actually be wasteful of society's time, energy, and resources, that they are a nuisance to the public, contributing to noise and visual pollution problems, and that they are unnecessary, in their current state, for a society of intelligent consumers. They thus conclude that the marketing mix components should either be altered in their current state, or that they should be eliminated. Proponents, while acknowledging some wastefulness on the part of marketers, illustrate the importance of these components to the functioning of the marketing
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: Social Marketing: Perspectives and Viewpoints. Contributors: William Lazer - Author, Eugene J. Kelley - Author. Publisher: Richard D. Irwin. Place of publication: Homewood, IL. Publication year: 1973. Page number: 351.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.