The marketing mix refers to
a. the allocation of resources within a firm toward individual marketing programs.
b. the specific ratio within a budget that divides resources between advertising, sales promotion, and personal selling.
c. the environmental forces—social, economic, technological, competitive, and regulatory—that impact the marketing decisions for a particular product at any given time.
d. the selection of product benefits and attributes that are to be added to or subtracted from a given product to create variations within a product line.
e. the marketing manager's controllable factors—product, price, promotion, and place—that can be used to solve a marketing problem.
Answer: e. the marketing manager's controllable factors—product, price, promotion, and place—that can be used to solve a marketing problem.