The Marketing Mix
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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:

  1. PRODUCT - Quality, style, special features, packaging, guarantees, in essence the product itself and  after sales package.
  2. PRICE - Financial criteria in relation to competitors in the marketplace.
  3. PROMOTION - How the product is communicated to consumers via advertising, sales promotion, merchandising (We shall be discussing this in our Sales Strategies section)
  4. PLACE - This covers where the product is sold and how it reaches the marketplace.

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(c)  Est 08/00 - Last Updated 28/05//2001