Question

This question comes from this textbook: • Percy, Larry, and Richard Rosenbaum-Elliott (2016). Strategic Advertising Management (5th ed.). New York, NY: Oxford University Press. ISBN: 978- 0198703655.

Generally speaking, when people talk about the marketing mix, they are referring to those marketing variables that the ___________ controls and that are used to achieve a company's overall marketing objectives.

	a.	distributor
	b.	marketer
	c.	consumer
	d.	media

Answer 1

Marketing mix decisions are taken by a marketer in order to achieve the marketing objectives of the company.

Ans: b. Marketer