Point of View of Marketing Mix in Management Diagnosis

Abstract

Based on existing discussions about marketing mix, this study conducted a survey and analysis of actual marketing mix use of B-to-C model businesses among manufacturers. During the research, to capture the use of McCarthy’s four Ps as the de facto standard in existing research, the authors investigated changes to the proportion of budget allocated to these four marketing measures in three phases associated with transitions in product life cycle. As a result, the marketing mix strategies that companies adopt are observed to change over time.