Skip to main content
Pages and Files
Marketing Terms (A–Z)
Click on the letters below to browse the content alphabetically.
refers to the mix of controllable
variables that the firm uses to pursue the desired level of sales in the
. The most common classification of these factors is the four-factor classification called the
, and place (or
). Optimization of the marketing mix is achieved by assigning the amount of the marketing budget to be spent on each element of the marketing mix so as to maximize the total contribution to the firm. Contribution may be measured in terms of sales or profits or in terms of any other organizational goals.
American Marketing Association.
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the
Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
If you would like to suggest a new marketing definition or have a general comment, please visit our
help on how to format text
Turn off "Getting Started"