Marketing mix (4Ps)

The four-P marketing mix coordinates product, price, place and promotion to serve a chosen customer group. Product concerns the offer and benefits; price concerns what customers pay and the terms; place concerns access and distribution; promotion concerns communication. The choices should work together and fit customer needs, competitive positioning and organisational resources. A strong promotion cannot reliably compensate for an unsuitable offer or inaccessible distribution. The framework supports planning and review rather than prescribing one universally successful combination.