4P’s 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
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