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"Four Ps" of Marketing

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Retailers can position themselves at four levels of service. List and describe those levels.

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 17, 18, and 19, Pages 503-588. MBA

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The expert examines the Four Ps of marketing for the levels of services.

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Those are the "Four Ps" of Marketing. Marketers often refer to the "Four Ps," or the marketing portfolio, as a way to describe resources available to market a product:

Product. Firms can invest in the product by using high quality ingredients or doing extensive research and development to improve it. Both McDonald's and Burger King, for example, literally spend millions of dollars to perfect their French fries! In today's Western markets with varying tastes and preferences, it has ...

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