Criticism on the marketingmix (4 P’s)
Apart from the fact that the marketing is often used by organizations, McCarthy’s marketingmix model is also criticized, The marketingmix (4 P’s) would only apply to the consumer market and would not emphasize B2B enough. In addition the marketingmix model would aim at products too much and would fail where service provision is concerned. It would be based too much on the perspective of the organization rather than on that of the consumer. Notwithstanding the fact that companies want to sell their products, it is important to include the ideas of the consumers in the marketing concept.