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Marketing Mix
Marketing strategy plan finds good opportunities and develop profitable marketing strategies. Two interrelated parts are needed for a successful marketing strategy. Of the two, marketing mix is the discussion point in this dissertation. This dissertation will describe the elements of marketing mix. In addition, Jackson Hewitt is the selected organization which this paper will familiarize its relations to the four elements of marketing mix.
The marketing management process is the process of planning marketing activities, directing the implementation of the plans, and controlling these plans (Perreault and McCarthy, 2004). Planning, implementation, and control are basic jobs of all managers. In the planning job, managers set guidelines for the implementing job and specify expected results. They use these expected results in the control job to determine if everything has worked out as planned. The link from the control job to the planning job is especially important. This feedback often leads to changes in the plans or to new plans. Marketing managers cannot be satisfied just planning present activities. Markets are dynamic. Consumers' needs, competitors, and the environment keep changing. The job of planning strategies to guide a whole company is called strategic management planning (Perreault, et al 2004). Strategic management planning is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities. This is a top management job. It includes planning not only for marketing but also for production, finance, human resources, and other areas. Although marketing strategies are not whole company plans, company plans should be marke ...