The marketing mix is a marketing tool. It is a checklist, which focuses attention on the main marketing activities in which a firm needs to carry out its marketing strategy. It consists of the four Ps (product, price, promotion and place).
Product (including range of pack sizes, flavours and colours)
Price (pricing strategy and pricing method)
Promotion (branding, advertising, packaging and sales promotion)
Place (distribution channels and seeking shop distribution)
Managers look at these areas and decide what marketing actions need to taken. …
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