Marketing mix

             The marketing mix is a business tool used in marketing and by marketers. The marketing mix, originally coined by Neil Borden, can be valuable when determining a product or brand's offer, and is often associated with the four P s. The four P s was proposed by professor E. Jerome McCarthy in the 1960 s. The "four P's". Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer such as distribution channels, market coverage, and movement organization. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product. The four P s determine how marketing satisfies consumer needs. They are considered controllable marketing mix factors, meaning that they can change or be altered as needed. Habits, lifestyle, and diet are all considered to be controllable risk factors.