What comprises the combination of tools used by a marketing program to promote a product?

The marketing mix is the correct term for the combination of tools used by a marketing program to promote a product. It refers to the various elements that companies can manipulate to influence consumers’ purchasing decisions. Traditionally, the marketing mix consists of four main components known as the "four Ps": product, price, place, and promotion. By carefully adjusting and integrating these elements, businesses can effectively reach their target audience and achieve their marketing objectives.

While a marketing strategy outlines the overall approach and goals for marketing activities, and market research involves gathering data about consumers and market trends, neither of these terms specifically encompasses the full range of promotional tools at a marketer's disposal. A promotional plan is part of the marketing mix but focuses more narrowly on the tactics used to communicate and promote the product to consumers. Hence, the term marketing mix best captures the broader scope of tools and tactics involved in promoting a product.