This strategy uses not only typical marketing elements. Obviously, each company independently chooses the components that are of highest priority for it. Therefore, the author of the concept, in addition to defining its elements, also singled out the blocks responsible for the success of the product (or marketing profitability).
In Borden's view, the desired "mix" is more of a table than a list. There are two dimensions: marketing elements and marketing forces. The values on the second axis are determined by the values on the first. In other words, the force of influence is regulated by the elements of the marketing process.
So, Borden's general concept amazon database assumes the interaction of two categories:
List of marketing elements. Simply put, this is a set of marketing mix tools.
List of forces influencing the marketing program. The task of the sales manager is to control this influence by correctly selecting marketing tools to find the most optimal solution.
The elements of the marketing program are discussed in detail above. Now let's look at the forces that need to be controlled, neutralizing or, conversely, strengthening them with the help of the above components. As already mentioned, this marketing impact directly affects the marketing structure and, as a result, sets the importance of certain tools used in the work. 15 years after the creation of Borden's concept, another prominent marketer, Michael Porter, defined the "five competitive forces".
List of Marketing Mix Forces
In general, it is customary to distinguish 4 large categories:
Customer behavior during the purchasing process:
buyer motivation;
shopping habits;
everyday customs of the target audience;
the influence of the environment on consumer attitudes towards the product and its use.
Trading behavior:
motivation of implementation processes;
trade structure, methods of work used and interaction with suppliers;
signs of change in business.
Behavior of market participants:
influence on the structure of a specific area of activity;
the company's attitude to the industry;
the extent and strength of direct competition;
the same characteristics of indirect rivalry;
balance of supply and demand;
a variety of choices in terms of cost, quality and level of service;
the ratio of price competition to non-monetary competition;
motivation of rivals and their relationships;
social and technological trends.
Behavior of government and regulatory authorities:
pricing terms;
competition laws and regulations;
legal documents on advertising.
This grouping actually repeats Porter's findings, obtained as a result of his competitive analysis. The essence of the whole concept first appeared in the minds of marketers back in 1942 and is still relevant today. First of all, the relevance of the methodology can be traced in relation to the release of a new product.
The marketing mix system can be represented as a matrix, one side of which contains 12 basic elements, the other – 4 categories considered. As a result, we have 48 working blocks , specially calculated and justified in relation to the resources used.
Carrying out such work is not particularly difficult, despite its scale. Difficulties arise primarily when analyzing the company's very first product. In the future, the main emphasis will be placed only on adaptation to new conditions.
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