2. The marketing mix comprises different components which are a part of the
company. These components act as a differentiating factor from their
competitors. They are the tools that a company uses to obtain satisfactory results
in their target market. Marketing students must work on numerous case studies
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3. Controllable vs. Uncontrollable Factors
The factors that affect the overall performance can be categorized into controllable
and uncontrollable factors.
Controllable factors are those factors that the company can internally manage. For
example Price and packaging of the product
Uncontrollable factors are those that the company needs to incorporate accordingly.
These factors could only be predicted by the company, E.g., Marketing Trends,
Government rules, and Regulations.
4. The 4 P of Marketing
The marketing mix comprises 4 P or four factors which are:
● Product: It comprises the end product or service that the company requires
to sell to their target market
● Price: It is the amount which the customer has to pay to avail of the services
● Place: It is the demographic where the company aims to locate their market
● Promotion: There are the processes in which the company aims to propagate
their product and make their product popular among customers. There are
different mediums that the company employs to promote its product.
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