The Manager of The Marketing Mix is responsible for spotting customer needs, matching these to corporate strengths (thereby producing a range of need-inspired products) and ensuringthe setting up of an effective distribution system. However, unless the potential customers and consumers are informed of the existence and ready availability of these products they are unlikely to buy. And unless the potential customers become convinced of the value of these products (when compared with the value of competitors for their money!) all efforts in researching the market and in developing the products and the distribution system will be wasted. The perceived needs must now be converted into wants for your particular products.
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