Thus the marketer must make decisions about which programs to execute. Decision Influencer Marketers exist in corporate structures that require higher level executives to approve the marketing plans, programs, and events that come out of the marketing group's work. Thus the marketer must influence the decisions of these senior executives. Discussant All of these roles require considerable discussion among many parties within and outside the company. Product Product managment involves the design of the physical product along with its packaging and warranties, the positioning of that product in terms of the benefits it delivers, and the development of the product's brand identify.
Promotion includes personal selling, advertising, sales promotions, and public relations.
Price Pricing strategies and tactics must be determined for the product, and then followed to set prices for all the sizes and variants of the product. The result is usually a price schedule that includes the regular price, volume discounts, payment terms, seasonal prices, introductory prices, etc. Place Marketing managers are involved in decisions about where the product is offered to the consumer in terms of the channels of distribution. Competition Other companies are competiting for the same consumers and channels of distribution. Channels Retail stores, electronic markets, communications media exist to serve the marketer.