Four Ps of marketing: Product

Product – The first of the Four Ps of marketing is product. A product can be either a tangible good or an intangible service that fulfills a need or want of consumers. Whether you sell custom shoes and socks or provide luxury accommodations, it’s imperative that you have a clear understanding of exactly what your product is and what makes it unique before you can successfully market it.

How to Use the Four Ps of Marketing?

We have developed a dedicated marketing process often used with our  web design and social media clients. As a part of this process, we incorporate the four Ps through a series of questions designed to help define each brand’s marketing mix. Here are just a few of the questions we use:

  • What do consumers want from your product or service?
  • How does your product meet those needs?
  • Where do potential buyers look for your particular product or service?
  • How do you differentiate from your competitors?
  • What is the perceived value of your product or service?
  • What current interactions do you have with potential clients?

Of course the list we use is more complete, but we hope the few questions listed above can give you a good starting point in understanding the four Ps.

Final Words

We hope this quick overview of the 4 Ps of marketing provides some insight into a critical aspect of successfully taking a product or service to market. Clearly defining product, price, place and promotion must all be considered when developing a marketing strategy for any product or brand. Whether dealing with a startup or an established business, balancing these four elements is critical to marketers working hard to position a particular product or brand in the marketplace.

Four Ps of marketing: Product
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