Place Mix

Product Mix

Promotion Mix

Price Mix

Cost, Consumer, Conditions, Capital

Cost, Consumer, Communication, Capital

Cost, Consumer, Communication, Convenience

Cost, Consumer, Capital, Convenience

setting a similar price as competitors

setting a low price to gain market share

setting a higher price to stand out in the market

setting a higher price and then lowering it to attract atteming

Strategic Buyer’s Unit

Static Business Utility

Supportive Buyer’s Utility

Strategic Business Unit

Competitive Advantage

Strategic Advantage

Marketing Advantage

Technological Advantage