The marketing mix is thef set of marketing tools the firm use to pursue its marketing objective in the market.

1. •A marketer’s task is to build a marketing program or plan
to achieve the company’s desired objectives.
•The marketing mix is the set of marketing tools the firm
uses to pursue its marketing objectives in the market.
•These tools are broadly classified into four groups namely,
product, price, place and promotion.
•These are called the 4Ps of marketing.

2.  Product variety
 Quality
 Design
 Features
 Brand name
 Packaging
 Sizes
 Services
 Warranties
 Returns

3.  List price
 Discounts
 Allowances
 Payment period
 Credit terms

4.  Sales promotion
 Advertising
 Sales force
 Public relations
 Direct marketing

5.  Channels
 Coverage
 Assortments
 Locations
 Inventory
 Transport

6.  The marketing mix decisions must be made for
influencing the trade channels as well as the final
customers.
 The company prepares an offering mix of
products, services and price.
 The company utilizes a mix of sales promotion,
advertising, sales force, public relations, direct
mail, telemarketing and internet to reach the
trade channels and target customers.

7.  The firm can change its price, sales force size
and advertising expenditures in the short run. It
can develop new products and modify its
distribution channels only In the long run.
 Thus the firm typically makes a fewer period-to-
period changes in the short run than in the
number of marketing-mix decision variables
might suggest.