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Marketing is integral to the success of a business, large or small, with its primary focus on quality, consumer value and customer satisfaction. A strategy commonly utilized is the "Marketing Mix". This tool is made up of four variables known as the "4 P's" of marketing. The marketing mix blends these variables together to produce the results it wants to achieve in its specific target market.The marketing mix is a business tool used in marketing and by marketers.

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Price concerns the amount of money that customers must pay in order to purchase your products. How a product is priced will directly affect how it sells. This is linked to what the perceived value of the product is to the customer rather than an objective costing of the product on offer. It is therefore imperative for the customer to see what you are selling. If there is positive customer value, a product may be successfully priced higher than its objective monetary value.

The term "product" refers to tangible, physical products as well as services. Products are the goods and services that your business provides for sale to your target market. All products follow a logical product life cycle and it is vital for marketers to understand and plan for the various stages and their unique challenges. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product needs to be studied.

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