Which of the following is included in the marketing mix?

The marketing mix refers to the set of tactical marketing tools that a company uses to produce a desired response from its target market. This concept typically encompasses the four P's: Product, Price, Place, and Promotion. These elements are variables that marketers can manipulate to achieve their marketing goals, making them controllable features.

When focusing on the answer that identifies marketing variables that can be controlled, it highlights the direct capability of marketers to influence the components of the mix to suit market demands and consumer preferences. The ability to adjust these variables allows businesses to develop strategies that effectively reach their target audience and meet their needs.

The other options, while related to marketing practices, do not pertain directly to the controllable elements of the marketing mix. Consumer behavior and competitive analysis are crucial for understanding the market environment, but they are more about research and analysis rather than specific tools within the marketer's control. Market demand forecasting, although important for strategic planning, does not involve the manipulation of the mix elements themselves. The focus on controllable marketing variables is what makes this answer most aligned with the concept of the marketing mix.