The 4 P’S of the Marketing Mix (NetMBA, 2008)

Figure 14.7 The 4 P’S: Product, Price, Place and Promotion are aspects of the marketing mix that are generally controllable

As the following table demonstrates, many decisions affect the marketing mix (NetMBA, 2008):

Table 14.1 All of these issues must be reconsidered in each market. The marketing mix will appropriately vary as different circumstances dictate.
Product Decisions Brand Name Functionality Styling Quality Safety Packaging Repairs and Support Warranty Accessories and services	Price Decisions Pricing strategy (price skimming, price penetration, etc.) Volume discounting and wholesale pricing Seasonal pricing Bundling Price flexibility Price discrimination
Place Decisions Distribution Channels Markey coverage (inclusive, selective, or exclusive distribution) Inventory Management Warehousing Order processing Reverse logistics	Promotions Decisions Push, Pull Strategies Advertising Personal Selling Sales Promotions Public Relations and Publicity

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