Planning the Marketing Mix (4p’s)
1. Product activities
Quality/ features / style / brand name / packaging / size / service / warranty / returns
2. Pricing activities
Target customers / costs / competition / the law / social responsibility
3. Promotion activities
Advertising / personal selling / sales promotion / publicity and public relations
4. Place activities (distribution)
Physical distribution: transportation / warehousing & storage / order processing / inventory control / location
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