The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and execution.
The marketing mix can be divided into four groups of variables commonly known as the four Ps:
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Product: The goods and/or services offered by a company to its customers.
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Price: The amount of money paid by customers to purchase the product.
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Place (or distribution): The activities that make the product available to consumers.
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Promotion: The activities that communicate the product’s features and benefits and persuade customers to purchase the product.
