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Essay text:
A separate marketing mix is usually crafted for each product offering.
When constructing the mix, marketers must always be thinking of who their target market are.
Mix coherency refers to how well the components of the mix blend together. A strategy of selling
expensive luxury products in discount stores has poor coherency between distribution and
product offering.
In the long term, all four of the mix variables can be changed, but in the short term it is difficult
to modify the product or the distribution channel. Therefore in the short term, marketers are
limited to working with only half their tool kit...
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