Marketing Mix

The marketing mix is the set of decisions that a business must make in order to implement its marketing strategy and achieve its objectives.

Traditionally the marketing mix has been comprised of the 4 P’s – Product, Price, Promotion and Place (Distribution). However, today two additional decisions tend to be added – Service and Staff.

Under each category a range of decisions must be made:

Product

• Product Variety
• Product Sizes
• Product Quality
• Brand name
• Packaging
• Presentation

Price

• List Price
• Quantity Discounts
• Special Offers
• Geographical Pricing
• Payment Terms
• Credit Options

Promotion

• Advertising
• Public Relations
• Promotions

Place (Distribution)

• Channel Section
• Market Coverage
• Dealer Support

Service

• Pre-sale Services
• Point-of-purchase Services
• After-sales Support

Staff

• Staff Requirements
• Salaries and Bonuses
• Staff Motivation