The marketing mix is a set of controllable tactical marketing tools that a firm uses to produce the desired response in the target market. It consists of the 4Ps: product, price, place, and promotion. In a services context, people, processes, and physical evidence were added to account for the intangible nature of services. An effective marketing mix matches customer needs, creates a competitive advantage, is well-blended, and matches the firm's resources. Marketers must carefully manage the marketing mix elements as a change in one may impact others.

1. Marketing Mix Maxwell Ranasinghe

12. Key Characteristics of an Effective marketing Mix Effective marketing Mix Matches Customers needs Creates Competitive advantage Well Blended Matches corporate resources

30. 7 Ps in operation Satisfying customer needs profitably Product Physical evidence Process People Place Promotion Price