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Essay / Research Paper Abstract
This 16 page paper looks at the concept of the marketing mix in order to assess whether or not it is still a valid modern in the modern world. The paper looks at the way it has developed and the way it may be used, alone and in line with other marketing ideas and the criticism that exist. The ideas are then considered to determine the validity of the model. The bibliography cites 15 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEMM21centn.rtf
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Unformatted sample text from the term paper:
if consumers do not know that a product (or service) exists, what it does, or where to buy it, that product or service is unlikely to sell. It is not
only an issue of knowing that a product exists; there are also considerations regarding the consumer motivations that determine the choice of one product over another; this is especially when
there is the sale of homogenous goods. Many firms seek to differentiate their product1, or the image of their product, to increase
sales. This incorporates a range of approaches, including advertising, package design, point of sale materials as well as the way that the product, or the firm is able to create
news and use word of mouth communication. These ideas are not new, there has been marketing in some form for as long as there has been commerce, so ideas on
how to sell goods through marketing is not new, but there are ongoing interests in the way that marketing can be improved, but are these traditional approaches still valid? A
modern concept of the marketing mix has been taught for decades in marketing schools and used in the marketing environment as a guiding tool for decades. During this time the
marketplace has changed a great deal. There are increasing forms of media, the pace of many markets has accelerated and the types of message marketers are communicating are becoming more
complex. If this is accepted as being the case the traditional marketing mix concept needs to be revisited to determine whether or not it is still valid or if it
has become outdated. In order to assess this, the concept of the marketing mix needs to be examined along with its development and application to consider its relevance in
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