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