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Marketing Program is the plan with respect to the various marketing activities taken by a
company to increase sales. A marketing program is a coordinated and well-designed set of
activities to achieve marketing objectives.

Marketing objectives are strategic sales goals that fit the products’ strengths and are based
on various characteristics of the product. One may follow different marketing programs
according to the situation. In order to build strong customer relationships and maximize
sales, the organizations follow different marketing, sales and loyalty programs.

Marketing is a broad field, encompassing elements as diverse as advertising, brand and logo
design, sales calls, Web sites, brochures, packaging, shows, conferences and other events,
and so on. The more tools, the better. But the variety and complexity of choices makes
getting organized and focused hard. The 4Ps- product, place, price and promotion can be used
to develop these marketing programs.

Sometimes, we have products that group together and and they are similar somehow or have
a same kind of brand. We call that a product family.

Our marketing program is going to break out those products or product families separately.
We're going to have a marketing strategy for each one of those products or product families.

We would have a bunch of different marketing strategies for just our one company. Those
would be included in our marketing program as well.

Then we have our marketing plans, which include timelines, budgets of sorts, resources that
we need, as well as control measures and ways of checking to see if we're on plan. Those
marketing plans will be all together within our marketing program.

1. Product

The product element refers to the item or service that a company offers to its customers. It
includes the physical product, packaging, branding, design, quality, features, and benefits.

2. Place

The place refers to the location where customers can purchase the product or service and
how they’ll access it. It includes distribution channels, logistics, market coverage, and levels
of service.
3. Price

The price component indicates the amount that customers pay for the product or service. It
comprehends the cost of goods, profit margins, pricing strategy, discounts, and promotional
offers.

4. Promotion

Promotion refers to the various marketing tactics that a company uses to promote its
products or services. It includes advertising, sales promotions, public relations, personal
selling, and digital marketing.

5. People

Lastly, but not less important, the people element is about the individuals who are involved
in the production, distribution, and consumption of the product or service. It includes
employees, customers, suppliers, and partners.

The biggest impact the 5 Ps of marketing can have is helping you focus on your core
marketing goals. They do so by creating alignment and a framework that directs all of your
initiatives.

When you have your foundational pillars in place, it’s that much easier to see what areas of
your business need additional help.

For example, let’s say you are struggling to close sales. You might want to examine the
products’ pricing or the people in charge of your sales departments.

Or, if you aren’t receiving great reviews about your new products or services. Maybe it’s time
to look deeper into your product lines and see if they are targeting the right place.

Regardless of the challenges your organization faces, a core set of values is key to promoting
goal alignment and focus.