Marketing Mix Definition
The marketing mix is a combination of four variables, namely product, price structure, promotional activities, and distribution system (Dharmesta and Handoko, 2010:40). The four elements of the marketing mix are interconnected and influence each other, so efforts must be made to produce a marketing policy that leads to effective service and customer satisfaction. So in the marketing mix there are variables that support each other, which are then combined by the company to obtain the desired responses in the target market.
The marketing environment consists of the micro-environment and the macro-environment. The micro marketing environment consists of companies, suppliers, intermediaries, consumers and competitors (Kotler, 2009:76). Meanwhile, the macro-marketing environment consists of broader societal forces that affect the micro-environment; includes demographic, economic, natural, technological, political and cultural (Kotler, 2009: 76).
Meanwhile, according to Private and Sukotjo (2008:179) marketing is "the overall system of business activities aimed at planning, determining prices, promoting, and distributing goods and services that can satisfy the needs of existing and potential buyers".
From some of these definitions, it can be concluded that what is meant by marketing is as a system/process of activities that are interconnected with one another in terms of meeting needs. With the fulfillment of these needs, a pleasant atmosphere will be created, it can be seen that the marketing process actually occurred or started long before the goods were produced.
The marketing environment consists of the micro-environment and the macro-environment. The micro marketing environment consists of companies, suppliers, intermediaries, consumers and competitors (Kotler, 2009:76). Meanwhile, the macro-marketing environment consists of broader societal forces that affect the micro-environment; includes demographic, economic, natural, technological, political and cultural (Kotler, 2009: 76).
Meanwhile, according to Private and Sukotjo (2008:179) marketing is "the overall system of business activities aimed at planning, determining prices, promoting, and distributing goods and services that can satisfy the needs of existing and potential buyers".
From some of these definitions, it can be concluded that what is meant by marketing is as a system/process of activities that are interconnected with one another in terms of meeting needs. With the fulfillment of these needs, a pleasant atmosphere will be created, it can be seen that the marketing process actually occurred or started long before the goods were produced.
