4.5.10—Appropriate marketing mixes

An appropriate marketing mix coordinates product, price, promotion and place (plus people, process and physical evidence for services) around one target and objective.

Changing one element affects the others: a premium promise needs quality, price, channels and service that reinforce it.

Check internal consistency, target fit, resources and likely competitor response.

A budget gym combines low price, simple facilities, local promotion and self-service processes; a luxury mix would conflict.

A mix is not a checklist; coherence matters more than maximising each element separately.