BUS602: Marketing Management

Marketing mix is the set of controlled tactical marketing tools (products, prices, places, and promotions) that help the company to produce the desired response in the target markets. 

Daryanto (2013), the marketing mix is the tactical marketing tools that can be controlled and combined by the company to produce the desired response in the target markets. Marketing mix is the variables to be monitored by the company to satisfy the groups targeted. 

Marketing mix consists of a product, offered at a certain price, with some kind of promotion to tell prospective tourists about these products, and a way to reach consumers. Marketing mix consists of all the things that a company can do to influence the demand for its products. 

Effective marketing program combines all the elements of the marketing mix into an integrated marketing program designed to achieve the company's marketing goals by delivering value for tourists. Marketing mix is the company's tactical advice to determine a strong positioning in the target markets (Kotler; Armstrong, 2009).