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The marketing mix is the combination of:

• product - a business can adjust the features, appearance and packaging of a product to create competitive advantage.
• price - production costs, competition and demand can all affect a business's pricing strategy
• place - a business needs to decide where best to distribute a product
• promotion - businesses use promotion methods to make customers aware of their products and services
• people - any member of staff who is in contact with the customers of a business
• process - the systems and procedures that are put in place to deliver a product or service to the customer
• physical evidence - the physical environment experienced by the customer

These factors should be considered for any business venture.