The marketing mix, whether designed in the traditional or modified hospitality services format, is an important concept for managers of marketing functions. Initially, the marketing mix is used to formulate a marketing strategy and plan (see Chapter 5), but it pervades all aspects of marketing management. Several external factors can reduce the effectiveness of the manager’s efforts to successfully implement all the components of the hospitality marketing mix. These factors, which may have either direct or indirect influence, are consumer perceptions, attitudes, and behavior; industry practices and trends; local competition; broad national and international trends; and government policy and legislation.