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Overview

marketing mix


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The factors controlled by a company that can influence consumers' buying of its products. The four components of a marketing mix (often called the four Ps) are: the product — quality, branding, packaging, and other features; pricing — recommended retail price, discounts for large orders, and credit terms; promotion — see sales promotion; place — where to sell the product, which distributors and transport services to use, and desirable stock levels.The potential profitability of a particular marketing mix and its acceptability to its market are assessed by marketing research. See also extended marketing mix.

the product — quality, branding, packaging, and other features;

pricing — recommended retail price, discounts for large orders, and credit terms;

promotion — see sales promotion;

place — where to sell the product, which distributors and transport services to use, and desirable stock levels.


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