Author Question: Briefly define the term marketing mix and distinguish it from the term marketing ... (Read 58 times)

sjones · **on:** Jul 7, 2018

Briefly define the term marketing mix and distinguish it from the term marketing strategy.

Question 2

Many real estate agents today have Web sites that list the properties they have for sale. These agents also advertise the properties on Realtor.com and sometimes in television ads. However, most real estate agents would tell you that personal contact provides their most important connections with clients, potential clients, and client referral sources. Write three paragraphs in which you briefly describe the things that real estate agents can best accomplish through (1) their Web sites, (2) mass media advertising, and (3) personal contact.

Jayson · **Reply #1 on:** Jul 7, 2018

Answer to Question 1

Most companies use the term marketing mix to describe the combination of elements that they use to achieve their goals for selling and promoting their products and services. When a company decides which elements it will use, it calls that particular marketing mix its marketing strategy.

Answer to Question 2

Many real estate brokerage firms have a strong online presence, including information about properties they have for sale or rent, along with contact information for individual brokers affiliated with their offices. Many individual real estate brokers operate their own Web sites as well. Although very few (if any) real estate transactions are completed online, these Web sites play an important role in bringing buyers and sellers together.

The complexity and size of real estate transactions have made it difficult for online activities to displace completely the work done by individual real estate and mortgage brokers. Thus, this is one line of business that has been highly resistant to disintermediation caused by online technologies. The changes caused by online elements in the real estate and mortgage businesses have been minor.