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

11 May, 2016 - 11:43
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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