The fundamental marketing mantra, "The right product, at the right time, in the right place, at the right price," needs re-evaluation as marketplace realities run ahead of their theoretical underpinnings. The three utilities, product, time and place, have lost critical importance for consumers over the years. Price nowadays occupies the top rung of purchasing determinants. In fact, there is growing willingness on the part of consumers to compromise on product, time and place as long as the ...

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