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CRM and Sales Management

Secondly, the changes in the business environment may require adjustments in the approaches to the application of the 4Ps, which would mean that it is not the overhaul of the marketing mix that forms the solution to the ever changing business environment, but the approach in its application. Lastly, the continued application of the marketing mix limits the development of further market controllable factors, which are more plausible to suit the current marketing environment. In the light of this, it becomes essential to distinguish what informs the current business environment, and creates the prospective of fulfilling the marketing need; consumer satisfaction (Belohlavek, 2008 p23). In arguing out this case, this discussion supports the proposition that the marketing mix is inadequate in the changing marketing environment, and thus needs revision to incorporate the presently developed, yet vital controllable factors that are influencing the survival and suitability of a commodity in the market. The marketing mix is composed of four business environmental components, namely price, product, place and promotion. These components can be controlled in order to enhance consumer satisfaction, through a product offering that meets customers’ expectation in terms of its affordability, ability to satisfy the existing consumer needs, accessibility of the product to the consumers and the efficient channels through which the consumer is made aware of the product (Bowman & Gatignon, p12). The traditional proposition is that, if the product fulfills all the four aspects mentioned above, then it was suitably placed in the market, and thus would survive the tides of ever changing business environment. However, it has become apparent that the marketing mix is no longer sufficient to enable a product or any brand overcome the waves of the ever-changing business environment, since the customers’ needs, preferences and priorities are also constantly changing (Prenzel, 2010 p56). According to Professor Koichi Shimizu's 7Cs Compass Model, the concept of place is no longer the most relevant aspect of modern day marketing, but rather convenience (Luudicke, 2006 p72). As opposed to ensuring that the supply chain is most appropriate to connect the producer and the consumer, the emphasis is now making the purchasing experience for the consumers more convenient. For example, is one of the organizations that deal in offering its products over the internet, which has placed more emphasis on convenience than on place (Wenderoth, 2009 p87). This is because, such an organization does not rely on a physical distribution channel, but on the internet, which requires complete customer understanding, before a purchase is made from their site. While it would be most beneficial for the organizations offering physical tangible products to improve the supply and distribution chain, it would be more beneficial for the online organizations offering their product over the internet to improve convenience and the purchasing experience of the customers (Burgers, 2008 p11). Therefore, while the distribution channels formed the basis of place as the component of the traditional marketing mix, convenience informs the basis of the digital and online marketing organizations. Therefore, there is a need to include convenience among the component of the marketing mix, to cater for the current growth in digital ...Show more


Name: Course: Date: CRM and Sales Management Since the introduction of the term marketing mix by Neil Borden for the very first time in 1953, many changes have occurred in the consumer and business environment, promoting the argument that the use of the marketing mix is inadequate in the changing marketing environment…
Author : alvisullrich
CRM and Sales Management
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