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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, both of which have been added below:

Under each category a range of decisions (noted by the bullet points) must be made:


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


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


  • Advertising
  • Public Relations
  • Promotions

Place (Distribution)

  • Channel Section
  • Market Coverage
  • Dealer Support


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


  • Staff Requirements
  • Salaries and Bonuses
  • Staff Motivation