Marketing activities are classified by four P’s of marketing – product, price, placement and promotion. These are a set of mixed tools for marketing. In other words, it is a set of controllable variables that a company can use to influence the customer’s response within a given marketing environment.

(a)    Product:

(I)                 Design, features, quality, appearances, size.

(II)              Packaging types, materials, quantity and labels.

(III)            Warranty.

(IV)           Pre-sale and after sale services.

(b)   Price: A competitive fair price for the products is determined by the marketing managers which must earn a reasonable profit. It includes –

(I)                 Pricing policies, margins, discount and rebates.

(II)              Terms of delivery, payment terms, installment facilities.

(c)    Placement: The distribution activities that add more value to products. It includes-

(I)                 Channel of distribution – type of intermediaries like retailer, wholesaler etc.

(II)              Design of channel, locations.

(III)            Physical distribution through transport, inventory levels, order processing.

(d)   Promotion: It intends to communicate with the targeted customers and persuade them to buy the company’s products. It includes –

(I)                 Personal selling – objectives, efforts, cost level.

(II)              Advertising – budget, media allocations.

(III)            Publicity and public relations.