Which of the following is not a component of the marketing mix?

Which of the following is not a component of the marketing mix?

Which of the following is not a component of the marketing mix?



In the realm of marketing, the marketing mix is a fundamental concept that encompasses various elements crucial for the success of a product or service. These elements, commonly known as the 4Ps, include product, price, place, and promotion. However, among these components, one stands out as not being part of the marketing mix. In this article, we will explore which of the following is not a component of the marketing mix.

The 4Ps of the Marketing Mix

The marketing mix is a strategic framework that helps businesses effectively position their products or services in the market. It consists of four key components:

1. Product: This component refers to the tangible or intangible offering that a company provides to its customers. It includes the design, features, quality, and packaging of the product. Companies must carefully develop their products to meet the needs and desires of their target market.

2. Price: Price refers to the amount of money customers are willing to pay for a product or service. It plays a crucial role in determining the perceived value of the offering. Businesses need to consider various factors such as production costs, competition, and customer demand when setting the price.

3. Place: Place refers to the distribution channels and locations where customers can access the product or service. It involves decisions related to inventory management, logistics, and the selection of retail outlets or online platforms. The goal is to make the product readily available to the target market.

4. Promotion: Promotion encompasses all the activities that businesses undertake to communicate and promote their products or services to the target market. It includes advertising, public relations, sales promotions, and personal selling. The aim is to create awareness, generate interest, and ultimately drive sales.

Which Component is Not Part of the Marketing Mix?

Among the four components of the marketing mix, the one that is not considered part of it is competition. While competition is indeed a crucial aspect of marketing, it is not included in the marketing mix framework. Instead, competition is an external factor that businesses need to consider when developing their marketing strategies.

Competition refers to the rivalry between companies operating in the same industry or offering similar products or services. Businesses must analyze and understand their competitors to identify their strengths, weaknesses, and market positioning. This information helps them differentiate their offerings and develop effective marketing strategies.

Although competition is not part of the marketing mix, it significantly influences the decisions made regarding the other four components. For example, understanding the competitive landscape can help businesses determine the optimal price for their products, identify the most suitable distribution channels, and develop compelling promotional campaigns.


In conclusion, the marketing mix consists of four components: product, price, place, and promotion. These elements are essential for businesses to effectively position their offerings in the market. However, competition, while crucial for marketing strategy development, is not considered part of the marketing mix. By analyzing the competitive landscape, businesses can make informed decisions regarding the other components and gain a competitive advantage in the market.


– Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2013). Principles of Marketing. Pearson Education Limited.
– McCarthy, E. J., & Perreault Jr, W. D. (2017). Basic Marketing: A Marketing Strategy Planning Approach. McGraw-Hill Education.