Influences on Integrated Marketing Mix

• The position in the product life cycle e.g. new product promoted heavily
• The Boston Matrix e.g. changes may be made to problem child to help it become a rising star
• The type of product e.g. specialist product will have to have a physical environment that matches the quality and a premium price
• Marketing objectives
• The target market e.g. choice of media used in advertising
• Competition e.g. may need to respond to competitors actions for example if they lower price
• Positioning e.g. adapting marketing mix to maintain the businesses position and brand perception relative to competitors