The Starting Point of Marketing Mix Concept and Resource Allocation Types

Abstract

This paper intends to deepen the discussion on the marketing mix. The analysis is based on McCarthy (1960) “4Ps” and analyzes the starting point of the concept related to resource allocation. The study also analyzes the relationship between the starting point of the marketing mix concept and the resource allocation. And the survey examines the typology of resource allocation patterns. In addition, this paper analyzes the contemporary significance of the 4Ps and the possibility of their developmental use, and attempts to present the implications of their focus in management diagnosis.