An Analysis of Marketing Mix: 7Ps or More

Manoj Kumar Jain

Abstract


The main purpose of this study is to analysis the present marketing mix applies to marketing. This analysis provides an idea to marketer, and can be used as a tool to assist marketing strategies. This is a descriptive and survey research. According to research aim, seven hypotheses are provided and tested by one sample t-test. As a result, hypotheses on price, location, promotion, product, operation management and physical assets which show lower than average status of these elements were confirmed. The only hypothesis that was rejected was the hypothesis related to the personnel element. This shows the proper condition of this element of marketing mix. The marketing mix is the combination of marketing activities that an organization engages in so as to best meet the needs of its targeted market. Traditionally the marketing mix consisted of just 4 Ps. 


Keywords


Marketing mix, P

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