make arrangements for intensive distribution of the product. Execution of each of these may not be
possible for an organization small in size and weak fi nancially.
■Internal capability: To design a right marketing mix, organizations must have a strong Marketing
Information System (MIS) that feeds the decision-making system with the changes going to take
place, and a strong Research and Development wing that invents new dimensions for the tools of
marketing mix.
5.3 ELEMENTS OF MARKETING MIX
Popularly, the elements of marketing mix are collectively known as the 4 Ps of marketing, and include
product, price, ...
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