The marketing mix or the four P's as it is often referred to is
the basis by which all marketing texts refer to as being the essential starting
point.
The marketing mix is the four key areas which need addressing in
order to achieve a successful marketing campaign:
PRODUCT - Quality, style, special features, packaging, guarantees,
in essence the product itself and after sales package.
PRICE - Financial criteria in relation to competitors in the
marketplace.
PROMOTION - How the product is communicated to consumers via
advertising, sales promotion, merchandising (We shall be discussing this in
our Sales Strategies
section)
PLACE - This covers where the product is sold and how it reaches
the marketplace.