The marketing mix is one of the fundamental tools of marketing. The marketing mix -- sometimes referred to as the 4 P's -- includes the product, price, promotion, and place (distribution).

1. Product

• Goods/Services provided
• Individual items vs. bundled items
• Breadth vs. depth of items

2. Price

• Set vs. variable prices
• Customary (industry standard) prices
• Pricing strategies (odd pricing, peak load, discounts)

• Traditional: advertising/public relations
• Tools beyond Yellow Page ads
• Tools beyond advertising
• Direct mail/Direct email
• Guerilla marketing tactics

• Sold direct (own store, Website) or through distributors
• Types of retailers used (small, category, supercenters)
• Physical handling of product from manufacturing to store