PlanningIn the long term all four v

Planning

In the long term all four variables can be adjusted by marketeers. In the short term, however, the variables product and place/distribution channel are difficult to influence and/or change. Within the marketing mix strategic long-term planning is very important, because it is only then that the product and the distribution channel can be adapted. When marketeers want to change or adapt something within the marketing mix, they are almost forced to limit themselves to half their instruments. Therefore, they need to sell at record low prices and the consumer will be inundated with advertising.