Explore how firms/brands use the marketing mix. Give examples of the use of different elements of the mix and apply different theoretical concepts, models etc. which can be found in the relevant Lecturecasts and/or chapter(s) of the course textbook. 2)Explain how the mix elements support the chosen targeting and positioning of the firm/brand. 3)In what ways are the mix elements integrated i.e. consistent, complementary and supporting of each other? Guidelines: -Try to answer above questions = each answer should 250 words approx - mention the references per question/answer Reading that can be used: Required Reading: Dibb S., Simkin L., Pride W., Ferrell O. (2012) Marketing, Concepts and Strategies, Andover: Cengage. Chapter 10 and Chapter 12 and 19 Additional Reading: For alternative viewpoints: the chapters which discuss this topic from any textbook on the reading list, or any other good marketing textbook, for example (main chapters only): Baines P., Fill C. , Page K. (2011) Marketing, Oxford: Oxford University Press. Chapter 8. Brassington F. & Pettit S. (2013) Essentials of Marketing, Harlow: Pearson. Chapter 6. Kotler P., Armstrong G., Harris L., Piercy N. (2013) Principles of Marketing, Harlow: Pearson. Chapters 8 and 9. For alternative viewpoints: the chapters which discuss this topic, or any other good marketing textbook, for example (main chapters only): Baines P., Fill C., Page K. (2011) Marketing, Oxford: Oxford University Press. Chapter 9. Brassington F. & Pettit S. (2013) Essentials of Marketing, Harlow: Pearson. Chapter 7. Kotler P., Armstrong G., Harris L., Piercy N. (2013) Principles of Marketing, Harlow: Pearson. Chapters 10 and 11.