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Marketing mix

The controllable inputs behind how a company pursues its marketing objectives. These are traditionally 'the Four Ps': product, price, promotion and place. Some have extended the list to 7 Ps however, with people, process and physical evidence joining the set of principles.

These four P's are characteristics that a marketing manager can control, making allowances for the internal and external parametres of the marketing background. The objective is to project the four P's towards the buyers in the target market in order to devise a perceived value and create a positive response.

See also:
Marketing objectives
Four Ps
Background

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