Armstrong and Kotler (2005)
indicate that the marketing mix is one of the key concepts in modern marketing
theory. According to them, ‘‘ marketing mix is the set of controllable,
tactical marketing tools that the firm blends to produce the response it wants
in the target market’’. Traditional marketing approaches consist of 4 elements
of the marketing mix. These include price, product, promotion and place (distribution).
All elements of the marketing mix must be carefully selected (Mill and
Morrison, 1992: 438).
However,
there are other approaches highlighting the need for development of these four.
This is an interesting development because the four Ps were regarded by
McCarthy (1978) as a shortened version a
much wider range of what were termed
‘‘marketing ingredients’’. McCarthy
(1978) based the classification of his four Ps upon a whole collection
of marketing ingredients.
The elements of 4Ps is the most
widely used marketing mix in tourism industry. The main purpose of marketers to
form a harmonious mix with the characteristics of selected target market from
the four Ps. For this reason the marketing mix is considered as the main
decision making area of marketing management (İçöz 2001:
18).
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