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Brands all around the world have expanded and improved their practices when it comes to customer satisfaction, customer service, customer acquisition and so forth, thanks to the advancements of technology, people are able to notice how, while they are browsing through the internet and social media, there are personalized ads that fit their preferences or fit what they are looking for. And all of this is because of the marketing mix.
Ernest-Jones (2019) defines the marketing mix as “a tool for considering the different elements that go into promoting a brand and its products”, this means that when this “tool” is used effectively, the brands are able to reach into an audience that they previously targeted successfully. The marketing mix is composed of plenty of elements that brands can study individually and then perform accordingly to their goal, Borden (1984) mentions that these elements are twelve:
The first one is product planning, which relates to the offered product lines and markets to sell. The second element is pricing, this element deals with the price levels of the product and which price to adopt. The third element is branding, this element takes care of the selection of the trademarks of the brand. The fourth element is channels of distribution, which deals with the procedures of the mediums used between the plant and consumer and gaining cooperation of the trades. The fifth element is personal selling. The sixth element is advertising, this element denotes through which platform(s) the product should be placed for advertisement. The seventh element is promotions, which are specials offers of certain products to customers. The eighth element is packaging. The ninth element is display. The tenth element is servicing. The eleventh element is physical handling. And the last element is fact finding and analysis, which deals with securing, analysis, and use of facts in marketing operations.
in your opinion, which element of the market mix is the most important one and why?

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