GLOBAL MARKETING MIX STRATEGIES, PRODUCT, PRICING, CHANNEL, PROMOTION, SERVICE AND NEGOTIATION

SYLVIA MUKENYI GIOKO

Abstract


The main objective of this study is to review the present marketing mix applies particularly to  marketing. This study provides that marketing mix can be used by the marketers as tools to assist them in pursuing their marketing objectives. Borden (1965) claims to be the first to have used the term marketing mix and that it was suggested to him by Culliton’s (1948). McCarthy (1964) offered marketing mix, often referred to as the 4Ps, as a means of translating marketing planning into practice (Bennett, 1997). Marketing mix is originating from the single P (price) of microeconomic theory (Chong, 2003). New Ps were introduced into the marketing scene in order to face up into a highly competitively charged environment (Low and Tan, 1995).The population of the study included 44 marketing officers of multinationals operating in Kenya. Primary data was collected using structured and unstructured questionnaires and the questionnaires were administered personally. Data was presented by use of tables and graphs then analyzed using descriptive statistical techniques such as frequencies and mean. Summated scale (Likert-Type scale) was used to check the global marketing mix. There was also the use of chi square test. The research concludes that marketing mix used by a particular firm will vary according to its resources, market conditions and changing needs of clients. The importance of some elements within the marketing mix will vary at any one point in time. Decisions cannot be made on one element of the marketing mix without considering its impact on other elements (Low and Kok, 1997).As McCarthy (1960) pointed out that “the number of possible strategies of the marketing mix is infinite.

Key Words: Global, Marketing Mix

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References


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