The
marketing mix is the mixture of different marketing
policies and
plans employed by an
organisation to achieve its marketing
objectives.
In its simplest form, it can be
represented by the four Ps but each category can include a variety of elements.
The four P's are:
Place -
Channel of distribution,
transport, number of
retail outlets, etc.
Promotion -
Advertising,
merchandising and
public relations, etc.
Pricing -
Discounts,
price discrimination,
market penetration, etc.
Product -
Product development,
value analysis and product ranges, etc.