MARKETING MIXThe marketing mix, which is fundamental to any organization, can be considered the "controllable" variable that every company encounters. These controllable variables can be modified based on the uncontrollable variables (external factors detected in the environmental scan) that directly affect business operations. A company focuses on four elements in the marketing mix: product, price, positioning and promotion, which are managed and coordinated through marketing programs in an attempt to attract its target market. Marketers strive to understand what motivates consumers to purchase certain products. The marketing mix helps answer some of these questions: What will consumers buy? How much will they spend? Where will they buy? And will they buy again? PRODUCT: The term "product" includes goods, services, or ideas. Monster Energy drink is a tangible (good) product produced and marketed in a way that helps motivate consumer purchase. Attributes include product design, features, color, packaging, warranty, and service levels. Monster Energy drinks are carefully crafted to appeal to today's athletes, musicians and youth. It comes in a 16-ounce can that is sporty and colorful compared to other energy drink competitors. The product comes in a single glossy dark tin that contains the fluorescent green (or blue, red, yellow, purple) logo (M-shaped claw marks) that give it an overall elegant and refined look. Interview held on April 10, 2013, with a customer who is not a fan of energy drinks, the logo was described as clever in design and overall colorful look. The interviewee also said that the oval look of the can design with the graphics is very creative and draws attention to the center of the card......est.com/>.16. “5-Hour ENERGY® Shot: No sugar and zero net carbs.” ENERGIA® for 5 hours. Np, nd Web. 6 April 2014. .17. "The Monster Army | Monster Energy's action sports community." The Army of Monsters | Monster Energy Action Sports Community. Np, nd Web. 7 April 2014. .18. "Events". Monster Energy Drink®. Np, nd Web. 9 April 2014. .19. "Monster Energy." Facebook. Np, nd Web. 9 April 2014. .20. "monsterenergy on Instagram." Instagram. Np, nd Web. 9 April 2014. .21. "Monster Energy." Gear. Np, nd Web. 9 April 2014. .22. "Monster Energy." YouTube. YouTube and the Web. April 9th. 2014. .