A set of controllable variables that a firm uses to pursue it's objectives is

  • A product mix
  • B product concept
  • C selling concept
  • D marketing mix
waec 2022marketing

The correct answer is D. marketing mix

The marketing mix refers to a set of controllable variables that a firm uses to influence the response of target markets.

These variables are often summarized as the 4Ps: Product, Price, Place, and Promotion.

However, some models also extend it to the 7Ps to include People, Processes, and Physical Evidence.

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