The marketing mix is a set of controllable tactical marketing tools that a firm uses to produce the desired response in the target market. It consists of the 4Ps: product, price, place, and promotion. In a services context, people, processes, and physical evidence were added to account for the intangible nature of services. An effective marketing mix matches customer needs, creates a competitive advantage, is well-blended, and matches the firm's resources. Marketers must carefully manage the marketing mix elements as a change in one may impact others.