Product, price, place, promotion – these are the classic 4 Ps of marketing. They denote the instruments of the marketing mix, or more precisely the actual product, pricing, sales channels as well as communication and advertising. However, it is important to point out that simply making arbitrary adjustments to these aspects does not constitute a good marketing strategy. And what is even meant by “good marketing”? Moreover, does a German audience understand this phrase the same way that people, for example, in France or Japan would?
Large companies employ an entire army of marketing experts. The standard approach entails establishing in advance whether the product will be presented consistently throughout the entire world, or if regional adaptions are to be made. In contrast, small and medium-sized companies do not have the same amount of vast resources at their disposal. Fortunately, making minor adjustments in the right area is sometimes all that it takes – either by the company itself or with the help of a marketing agency, in an attempt to extend the purview and further intensify the perception of the product portfolio.