THE TYPICAL STARTING POINT OF ANY FIRM'S MARKETING MIX IS THE

91. The typical starting point of any firm's marketing mix is the:

a. analysis of what production equipment is available and owned by the company

b. design of the promotion campaign to be used for the product

c. selection of the places through which the good or service will be sold

d. determination of the product's price, enabling future revenues and budgets to be estimated

e. development of the good or service to be sold

ANS: E

The product is the starting point for any marketing mix. Without it, pricing, distribution, and

promotion are irrelevant. The production capacity can be changed to fit the proposed product.

PTS: 1

REF: 39

OBJ: 02-9

TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy

MSC: BLOOMS Level II Comprehension