1. Chapter 29: Designing an effective marketing mix Influences on the Marketing Mix

2. Influence on MM: Finance A business’s decision in ANY functional area will be influenced by its financial position Cash Flow Discounts The marketing budget and cost of promotions

3. Influence on MM: Technology Technologically advanced product Sophistication of the organisation’s database (ie: organisations such as Sainsbury’s – through its loyalty card – and Trainline – through previous bookings – gain an understanding of consumers’ tastes and are able to target them with specific offers Lower costs Online selling

4. Influence on MM: Market Research Provides information to a business, which helps its to adapt its marketing mix in order to gain an advantage: Level of competition Availability of substitutes Consumer opinions Niche or mass marketing The market segment

5. Influence on MM: Other Factors The relative power of buyers and suppliers The quality of the promotion Elasticity of demand The reputation of the business The convenience of the location **A good marketing mix needs to be coordinated so that each element supports, and is consistent with, the other parts of the mix.