Marketing is used to describe all business activities that aim to promote products and services. Advertising, selling and delivering products to consumers all come under the remit of the marketing department, which can be in-house or outsourced – and marketing is generally understood to be a complex topic that is difficult to master.

Encompassing lots of different strategies, tactics and disciplines, marketing professionals – such as Chief Creative Officer Ajab Samrai – often advise others to build a solid understanding of the fundamentals of marketing before taking on anything more sophisticated. This article will explore the ‘basics’ of marketing, with some advice on how to get started.

The Four Ps of Marketing

One of the easiest ways to understand marketing as a topic is to describe ‘The Four Ps’ which are: Product, Promotion, Price and Place. These are the four pillars around which marketing is built, and although the tactics may change and the channels may vary, these four principals remain the same.

  • Product – This is what the company is offering to its clients, and for marketers, it is important to know how many variations or lines should be on offer; how the product should be presented and packaged; and how the product will be serviced, i.e. the returns policy or warranty.
  • Price – This is more than simply what the product costs, as the marketing department should determine a price for the product that the market is able to support. Marketing considerations that relate to pricing include: market analysis to find out what customers are willing to pay; how and when sales, promotions and discounts should be applied; and if payment options should be made available.
  • Promotion – This is one of the main focuses of the marketing department, as there is little point in a product existing if no one knows about it. The marketing department should choose which online and offline channels are most appropriate for promoting the product, and what message will be communicated.
  • Place – The marketing department should decide whether the product will be distributed online or offline – or via both distribution channels – as well as which locations the product is best suited to, taking into consideration factors such as physical and digital product placement.