The traditional "marketing-mix" concept and the notion of the "4 Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.
A) Individualizing marketing
B) Globalizing marketing
C) Personalizing marketing
D) Institutionalizing marketing
E) Integrating marketing

Question

Quizplus · Accepted Answer

The concept being described in the question is marketing integration, which refers to the process of combining different marketing elements to work together in achieving a common goal. This includes not only the traditional 4 Ps (product, price, place, promotion) but also other elements such as people, process, and physical evidence. Therefore, the most fitting choice is E, integrating marketing.

The Traditional "Marketing-Mix" Concept and the Notion of the "4