A company needs to consider the marketing mix in order to meet their consumers' needs effectively. This is made up of product, price, place, promotion, people, process, physical evidence.
No one element of the marketing mix is more important than another 鈥 each element ideally supports the others.
Firms modify each element in the marketing mix to establish:
an overall brand imageHow a business or product is perceived by others, including consumers.
unique selling pointThe distinctive factors that make a product or brand stand out from rivals. that makes their products stand out from the competition