Marketing Mix

The marketing mix is the mixture of controllable marketing variables that the firm uses to influence and pursue the sought level of sales in the target market. It is the tools use to influence or persuade the wants, needs, and demands of the customer for PSI (product, service, or information).

4 p's

4p’s of the marketing mix are:

1. Product,
2. Price,
3. Place,
4. Promotion.

Each element has several criteria or decisions.

4 c's

1. Customer value 
2. Cost
3. Convenience
4. Communication