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Marketing - The 4Ps Infrastructure Most of your marketing experiences have been as a buyer Think about how many items you purchased in retail stores during your lifetime What is your first recollection of a purchase Probably grabbing something at the grocery store while your mother attempted to keep you under control How does it happen that a buyer can go to the grocery store and find items to buy at an acceptable price Who made what decisions to places orange juice just where you need it at the time you need it at the price you can afford and tell you about it How do marketing systems in a nation come to be People have a need for a product and have been informed about the product through the firms promotion of that product The customer requires that the product or service be in some geographic place and available within some narrowly defined time period Of course this must all take place at a price the buyer is willing to pay These requirements to meet a buyers needs are often referred to as the 4 Ps of marketing Product Place Price Promotion How the 4 Ps are implemented in a nation depends in large part on how society sets up its infrastructure Infrastructure is the physical support structure that moves things from place to place in a society The things being moved about could be people products voice video water electricity data letters parcels raw materials etc Because of the enormous scale size of building infrastructure within a nation the government generally undertakes the project or provides legal and financial support to private enterprises to encourage firms to take on the needed projects Examples of such projects would be roads canals dams railroads post offices airports
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