Marketing Mix: Contemporary Issues in the Business Environment

This report provides an overview of contemporary issues in the marketing mix, examining the core components of product, price, place, and promotion (the 4Ps). It defines marketing and illustrates the marketing mix framework, highlighting its importance in satisfying consumer needs and desires. The report then delves into a brief explanation of the 4Ps, followed by an introduction to a selected product/service (enterprise cars, focusing on car rental and taxi services). The analysis applies the 4Ps to this specific business, exploring how each element is utilized. Digital marketing's impact is also discussed. The report concludes by emphasizing the critical role of marketing in business success and growth, particularly in today's dynamic environment, highlighting the effectiveness of digital marketing strategies and providing insights into the significance of the marketing mix for achieving long-term goals.

Contemporary issues
of Marketing Mix

Table of Contents
INTRODUCTION ..........................................................................................................................4
Defining the Marketing .........................................................................................................5
Illustrating Marketing Mix ....................................................................................................5
Brief explanation of 4Ps Marketing Mix...............................................................................5
Introduction of Product/ Services...........................................................................................6
Elements of 4Ps marketing mix to the selected product/ service...........................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is considered as the spreading of awareness regarding the brand and product and
services which company is planning to sell in the market area as well as it also refers to the in
depth research of the requirements as well as desired of the consumer is which provide assistance
to the commercial businesses in order to guide and a attain every requirement of the customer
base. Marketing has several different types of the segments and these segments can be of any
different stage which impacts the global market area effectively and efficiently. The issues of
current marketing techniques are enhancing due to the dynamic alteration in the economy of
global organization as well as countries in addition to this the method support the customer base
in accordance to be more prepared regarding the services and the merchandise and it also assist
in making the people more familiar in respect of the products and services which are offered by
the company and also make them to buy the goods in there specific market area which they are
focused on targeting (Borden, and Mahamane, 2020). Moreover to this marketing mixes the
particular component which involves the area of concentration as the element of broadband of
marketing. The following report will cover about the brief description of marketing mix as well
as working of marketing with the assistance of 4 p of this framework. It will also offer suitable
introduction of the good and also how the framework of marketing makes impacts the specific
organization as well as its product in the market area and its sales. The following report is based
on the organization enterprise cars with focus in offering several facilities and services to their
consumer base regarding the taxi services, they are also provide cars on rent and many more.

MAIN BODY
Defining the Marketing
Marketing refers to the combination of different practices, decision making, departments,
supplying the goods, and creating something which has the world in the eyes of the consumers,
stakeholders as well as community as well as community at large. In addition to this marketing
consist of spreading awareness regarding the merchandise and brand and it also involves selling,
supplying of the merchandise and services and advertising of the goods (Rudawska, ed., 2018)
(Sharma, 2021). There are several methods in order to advertise or market a product to the
specific consumer base of the organization in which There are 2 types office which is traditional
means of marketing and other one is digital marketing which in which both are the effective way.
In addition to this digital marketing is known to be the latest technique that provide assistance
and advertising and marketing of a good or brand to the large number of the consumer base at
once in a very cost effective way whereas if it is compared with the traditional means of
marketing Then it is more efficient as well as effective then it. Because of digital marketing
traditional method of advertising is declining as people are not spending much on traditional
method because less effective and low on results as well as it is expensive then digital marketing.
Moreover to this without marketing simple can never be aware regarding what is new in the
market and what the company is selling and which company is selling the product.
Illustrating Marketing Mix
Marketing mix is known to be the framework which refers to combination of different techniques
of marketing and in this model it is helpful in order to satisfy the requirements desires of the
consumer base in the market area of the company which they are targeting (Zahoor, 2022). In
addition to it, this framework can be easily monitored and it basically rely on the external as well
as internal atmosphere in which the organization is functioning. Also if a company requires to
satisfy requirements and preferences of their customer base management need to plan different
types of the marketing strategy and implemented in to the operations. Moreover to this it has also
been understood that there are several different elements of the framework marketing makes
which you are product, place, price and promotion. Marketing mix is considered to be more

effectual in the wide element diet has more reach to the more consumer base of the organization
and it can also conveniently managed and maintained by the managers of the marketing
department which will lead to concentrate on the elements that are very crucial for the
organization and because of this organization can accomplish their long term goals as well as
objectives as it will help them to grow and attain success and sustainability in the market area.
Brief explanation of 4Ps Marketing Mix
The framework marketing makes is known and considered to be the technique that focus on
monitoring the tools of marketing which the commercial business can take the utilization in order
to attain the suitable reaction and response for the market they are focused in targeting. This
technique provide support to the strategies as well as plan and also implement the process and
method of the advertising and marketing in the specific market area. This is basically involves of
every factor which commercial business can impact and raise the demand from the consumer
base for their goods and services effectively and efficiently. In addition to this the elements of
the marketing mix army considered to be the most sensual components that majorly influenced
the mindset of the consumer base regarding the product as well as services of the companies.
Also this model is understood as this also allows the leader or the manager of the commercial
business in order to identify the requirements and demand in the market area from the consumer
base of the company (Srisook, and Panjakajornsak, 2018). In accordance to create the campaigns
and programs of marketing this framework is very useful because the process which provides
support to the company forming up the campaigns which are effective and efficient for them. In
addition to this this framework is not complete with without its elements. The components can
impact the choice and options of the customer and also the components can be monitored and
controllable in their nature so this provide assistance to the company in order to overcome and
minimise the expense which is not necessary and also provide the company in the potential
opportunity in order to increase the rate of success of their product and services in the target
market area of the company different segments of the marketing mix are very essential for all the
commercial businesses in accordance to make the plan of marketing more efficient and effective
as it also focus in identifying the satisfaction level of their consumer ways conveniently.
Moreover to this through examining these components a commercial business can reach the
customers that they are targeting in the effective and efficient way. Marketing mix is known to
be the efficient and effective it provides assistance to the company in achieving the long term

objectives and goals that are formed by the organization through making the set of different
elements and maintain them suitably with the proper expense of the company. Moreover to this
commercial business are obliged to pay suitably in order to monitor the elements of the
marketing means that is utilised in the functional the manufacturing as well as achieving the
goals for the long period of time which will beneficial for the success and sustainability of the
company through enhance level of goodwill and customer base (O’Hare, Stewart, and McColl,
2018).
Introduction of Product/ Services
Any commercial business focus on selling services and any type of product in the market area
and these services and products are considered to be very crucial for that because the commercial
business cannot any type of revenue or no business can suitably sustain and survive in the target
market area without it. Services are known to be the intangible things which has the value to the
consumers in the market area whereas spiders are known to be the tangible elements that as a
physical existence and have the in the eyes of the consumer base in the market area. So in
accordance to this both services and products are having different nature from each other if it is
examine and on the basis different segment it can be proved conveniently. In addition to this
there can be the association of products with their services for instance a company is selling the
mobile phone to their consumer base and if the phone is in the warranty. And it has any type of
damage then companies of lies to provide their customer read the after sale services in order to
repair the phone or exchange rate whatever suitable to them. Some facilities and services are not
link to the after sale services which are banking services, legal, catering and different other types
of the services which the commercial businesses provide to their customer base in the target area.
Elements of 4Ps marketing mix to the selected product/ service
PRODUCT- Management of the respective form enterprise cars basically concentrated on
selling and providing the services of giving their cars on rent and taxi services in their specific
market area. It also focus on selling about transportation services which is sale of used cars and
commercial trucks for the operation of the company (Rundle-Thiele, Dietrich, and Carins, 2021)
PRICE-. enterprise cars operates the one of the largest network Internationally which they are
focusing on 9000 rental location in various nations and territories which are more than 100.
PLACE-. The organization is using the competitive pricing strategies awarded to have the edge
over their computers and providing suitable services to the consumer in the market area.

PROMOTION- Management of the respective organization is utilizing digital marketing
method in which different social media platforms are being used by them in order to spread
awareness and promote the brand as well as with their services effectively and efficiently in their
target market area.
CONCLUSION
From the above report it has been understood and get that marketing is the important activity
which all the commercial business need to perform in its operations because it will assist them in
increasing their goodwill in the target market area as well as enhance the level of consumers that
will lead to the more sales income and growth in the market area for a long period of time. In
addition to this framework marketing mix has also the major role in the success and growth of
the organization because with the assistance of it several decisions and actions are done by
focusing on the objectives and goals of the company in order to fulfill the requirement of the
customers that belongs to the target market area of the commercial business. In current situation
of the businesses are very dynamic because of its internal as well as external factors and in order
to gain more revenue and survive in the market management need to utilise several different
methods of marketing in which digital marketing is known to be the more effective and efficient
for the organization which will give them a job are there competitors for the long range of time
as well.

REFERENCES
Books and Journals
Borden, D.S. and Mahamane, S., 2020. Social marketing and outdoor recreational advocacy
groups: Lessons from a rock climbing campaign. Journal of Outdoor Recreation and
Tourism, 29, p.100262.
O’Hare, N., Stewart, A. and McColl, J., 2018. Perfil de los minoristas independientes de moda en
Escocia desde el modelo de estrategia competitiva genérica de Porter y el mix de
marketing. Revista Mediterránea de Comunicación, 9(1), pp.371-386.
Rudawska, E. ed., 2018. The sustainable marketing concept in European SMEs: Insights from
the food & drink industry. Emerald Group Publishing.
Rundle-Thiele, S., Dietrich, T. and Carins, J., 2021. CBE: a framework to guide the application
of marketing to behavior change. Social Marketing Quarterly, 27(3), pp.175-194.
Sharma, A.P., 2021. Consumers’ purchase behaviour and green marketing: A synthesis, review
and agenda. International Journal of Consumer Studies, 45(6), pp.1217-1238.
Srisook, P. and Panjakajornsak, V., 2018. Thailand's Low-Cost Carrier Airline Industry: Is the
Services Marketing Mix the Elixir for Economic Growth and Prosperity?. Asia-Pacific
Social Science Review, 18.
Zahoor, S.Z., 2022. Analysing the Effect of Social Media on Customer Equity: A Study of Fast-
food Restaurants. Vision, p.09722629221107228.