One of the major issues in managing the marketing mix is deciding how to blend together the components of the mix. Product, distribution, price, and promotion strategies are shaped into a coordinated plea of action. Each component helps to influence buyers in their positioning of products. If the activities of these mix components are not coordinated, the actions may conflict and resources may be wasted.

For example, if the advertising messages for a company's brand stress quality and performance, but salespeople emphasize low price, buyers will be confined and brand image may be affected.