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The controllable variables that a firm uses to achieve its marketing objectives are called?

Commerce
JAMB 2007

The controllable variables that a firm uses to achieve its marketing objectives are called?

  • A. marketing principles
  • B. marketing mix
  • C. marketing concepts
  • D. marketing functions
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Correct Answer: Option B
Explanation

The marketing mix is the combination of the four controllable variables–product, place, promotion, and price (the four Ps)–people are sometimes added (but that's within HR).

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