4 Ps of marketing
Marketing decision variables are those variables under the
firm's control that can affect the level of demand for the firm's
products. They are distinguished from environmental and competitive
action variables that are not totally and directly under the
firm's control.
The four marketing decision variables are:
Price variables
- Allowances and deals
- Distribution and retailer mark-ups
- Discount structure
Product variables
- Quality
- Models and sizes
- Packaging
- Brands
- Service
Promotion variables
- Advertising
- Sales promotion
- Personal selling
- Publicity
Place variables
- Channels of distribution
- Outlet location
- Sales territories
- Warehousing system
Reference
- Lilien, GL, Kotler, P., Moorthy, KS. "Marketing Models",
1992. Prentice-Hall International. Englewood Cliffs NJ.
|
