Question

Topic: Strategy

What Is The Most Essential Marketing Mix Element?

Posted by Anonymous on 4/11/2004 at 11:55 AM ET 125 Points
Of course someone would say that all of them are important, but which can give the best gain no matter the the circumstances: environment, product life cycles, etc...
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  • Posted on 4/12/2004 at 11:08 AM Member
    While the product is important (if you don't have it, you have nothing to sell), you have to go back upstream to the promotion element to know what to build. "Promotion" includes your fundamental value proposition, from which the product definition flows. A really good positioning statement for the product DRIVES the product definition; otherwise, Marketing is stuck with promoting whatever R&D happens to have designed. That's backwards.
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