Marketing Mix

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Definition of 'Marketing Mix'

The marketing mix is a set of controllable, tactical marketing tools that a firm uses to pursue its marketing objectives in the target market. The marketing mix is often referred to as the four Ps of marketing: product, price, place, and promotion.


The product is the good or service that a firm offers to its customers. The product can be a physical good, a service, or an idea. The product's features, benefits, and quality are all important factors in the marketing mix.


The price is the amount of money that a customer pays for a product or service. The price can be set in a variety of ways, including cost-plus pricing, value-based pricing, and competitive pricing.


The place refers to the distribution channel that a firm uses to get its products to customers. The distribution channel can include wholesalers, retailers, and direct sales.


Promotion refers to the marketing activities that a firm uses to communicate with its target market. Promotion can include advertising, public relations, sales promotion, and personal selling.

The marketing mix is a dynamic and ever-changing concept. As the market changes, so too must the marketing mix. Firms must constantly monitor the market and make adjustments to their marketing mix in order to remain competitive.

The marketing mix is a powerful tool that can be used to achieve a firm's marketing objectives. By carefully selecting and implementing the right marketing mix, a firm can increase its sales, market share, and profits.

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