The marketing mix covers the four P's: product, price, place, and promotion. Each element is related to the others and should work together to achieve the desired effect. An effective marketing mix achieves marketing objectives, meets customer needs, is balanced and consistent, and creates a competitive advantage by matching corporate resources. For example, the launch of the iPhone blended elements like innovative phones in one, 3G connectivity, O2 exclusive distribution, and prices from £350-£750 through web and TV advertising.