question archive Does the marketer really control the elements of the marketing mix (product, promotion, price and distribution)? Defend your position and explain the elements of the environment to be considered
Does the marketer really control the elements of the marketing mix (product, promotion, price and distribution)? Defend your position and explain the elements of the environment to be considered
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Does the marketer really control the elements of the marketing mix (product, promotion, price and distribution)? Defend your position and explain the elements of the environment to be considered.
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Answer:
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Yes a marketer can control the 4Ps – these are considered the controllable elements within the international marketing task
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You can answer these questions specifically, but if you put your answer in the context that an international marketers task is more complex than that of a domestic marketers due to having at least 2 levels of uncontrollable uncertainty instead of one, this would be a way of gaining the extra marks available.
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They are controllable because firms make specific decisions about the product, price, promotion and distribution.
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These decisions are based on knowledge and insight on the uncontrollable elements that exist at both a domestic and international level.
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Domestic uncontrollable elements include = political, legal, economic, competitive structure
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International uncontrollable elements include = political, legal, economic, competitive structure, technology, distribution, geography, culture
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