What are the 4 Ps of marketing?

Smiling woman with a braid, wearing a blue sweater and white shirt, sitting by a window with a tablet, notebook, and pen on the table.

The 4 Ps of marketing — product, price, place, and promotion — have been a cornerstone of marketing strategy for decades. While digital marketing has introduced new tools and channels, these foundational principles remain as relevant as ever, especially for businesses navigating complex B2B landscapes.

For mid-market to enterprise organizations in industries like manufacturing, tech, and banking, mastering the 4 Ps can drive strategic growth, streamline operations, and create a competitive edge.

In this guide:

What are the 4 Ps of marketing?
How to use the 4 Ps of marketing
Additional marketing mix concepts
Getting started with the 4 Ps

What are the 4 Ps of marketing?

Icons representing the 4 Ps of marketing: Product, Price, Place, and Promotion. Marketing teams use the 4 Ps of marketing (product, price, place, and promotion) as a framework to view their product through the eyes of the customer. Also referred to as the “marketing mix,” the 4 Ps are variables a company can control when marketing to their target customers. Once you understand who your customers are and what they are willing to pay, you can price your product competitively and sell it where your customers want to buy it.

This framework helps craft a comprehensive strategy. Depending on the product or service, marketers may prioritize certain Ps over others to align with business objectives.

Product — the object or service for sale.

Understanding the product goes beyond knowing the product’s features; it involves knowing its audience, use cases, and differentiation.

Example in practice:
A cloud-based ERP software designed for manufacturing companies streamlines operations and integrates supply chain management. Market research might reveal that while originally intended for large enterprises, mid-market manufacturers find the solution appealing due to its scalability and cost-effectiveness.

Key takeaway: Define your product comprehensively — its features, benefits, and audience. Understand competitor positioning to ensure your product stands out.

Price — the monetary value of the product or service.

Price shapes how your audience perceives your product and can support lead generation and brand positioning strategies.

Example of price:
An enterprise-level cybersecurity solution targeting banking institutions may adopt a premium pricing model to emphasize robust security. Flexible pricing options, like per-user subscriptions, could attract mid-market companies seeking cost predictability.

Promotion — reaching your target audience.

Promotion involves creating campaigns that resonate with your audience across the right channels.

Example in practice:
An AI-powered analytics platform for the automobile industry might focus on LinkedIn and trade events, showcasing case studies about how predictive analytics helped reduce production costs by 20%.

Key takeaway: Effective promotion meets your audience where they are, with the right message at the right time.

Place — the location of your customers.

Place refers to where you make your product available and where your marketing messages reach your target audience.

Example in practice:
A B2B payments platform for tech startups may prioritize digital channels such as sponsored webinars, industry blogs, and exclusive partnerships with venture capital firms. Meanwhile, a global bank might distribute its financial services through high-profile conferences and one-on-one executive briefings.

Key takeaway: Ensure your sales and marketing channels align with your product’s value and your customers’ expectations.

Additional marketing mix concepts.

The marketing mix is not static. As markets evolve, the framework has expanded to address new challenges and opportunities.

The 7 Ps.

Additional Ps tailored for service-oriented businesses include:

People and participants: Employee training and behavior directly impact customer trust, particularly in industries like global banking, where relationship managers play a critical role in client satisfaction.
Processes: Automobile manufacturers with complex supply chains can improve customer experiences by integrating transparent order tracking and fulfillment processes into their offerings.
Physical evidence: For B2B tech companies, professional branding elements — like sleek product packaging and a well-designed website — reinforce trust and credibility.

The 8 Ps.

Some marketers add Partners to the mix. Strategic relationships and logistics partnerships play a critical role in delivering goods or services seamlessly.

The 9 Ps.

The ninth P is Passion, which emphasizes the enthusiasm of those selling the product. Passionate employees often inspire confidence and drive customer engagement.

How to use the 4 Ps of marketing.

To effectively apply the 4 Ps, integrate them into your planning process. Ask strategic questions to ensure alignment across your strategy:

Product: What is unique about your product, and how does it solve customer challenges?
Price: How does pricing reflect the product’s value and your brand image?
Promotion: Which channels are most effective for engaging your target audience?
Place: Where does your audience spend time, and how can you make your product accessible to them?

Example in practice:
A manufacturing company targeting procurement managers uses LinkedIn ads to showcase ROI testimonials, while trade event presentations highlight operational efficiency gains from their solutions.

Key takeaway: The 4 Ps are interconnected — they work together to shape a cohesive marketing strategy that addresses customer needs at every stage.

Getting started with the 4 Ps.

The 4 Ps of marketing — product, price, promotion, and place — are a proven framework for success. For B2B organizations navigating complex markets, Adobe Experience Cloud offers a robust suite of tools to help you execute each element of the 4 Ps with precision and scale.

Product — centralize, personalize, and showcase your value.

Adobe Experience Manager Sites and Adobe Experience Manager Assets: Create high-performance web and digital pages and centralize product assets, ensuring consistent, high-quality messaging across channels.
Adobe Target: Test messaging variations to identify what resonates most with buyers.

Example: Using Experience Manager Assets, a manufacturing company organizes case studies and demo videos to streamline communication. Adobe Target then tests variations of messaging — “reduce downtime” vs. “optimize allocation” — to maximize buyer engagement.

Price — optimize pricing strategies with audience insights.

Adobe Real-Time Customer Data Platform: Segment buyers by budget and scale to tailor pricing campaigns.
Adobe Mix Modeler: Measure how pricing adjustments have impacted past performance. Use predictive analytics to identify the channels and campaigns most likely to maximize ROI in future strategies. By understanding what works best, you can optimize resource allocation for even greater efficiency.

Example: Enterprise clients see messaging around premium support, while mid-market manufacturers receive flexible subscription offers.

Promotion — scale personalized campaigns across channels.

Adobe Marketo Engage: Automate lead nurturing campaigns with targeted content.
Adobe Campaign: Run omnichannel campaigns to engage buyers consistently.
Adobe Target: Personalize landing pages and creative to match buyer profiles.

Example: Marketo Engage nurtures procurement managers with ROI calculators, while Adobe Campaign delivers webinar invites and tailored follow-ups.

Place — identify the right channels and touchpoints.

Customer Journey Analytics: Identify where buyers engage most—trade shows, LinkedIn, or webinars.
Adobe Mix Modeler: Measure which channels drive the highest ROI for lead generation.
Experience Manager Sites: Optimize landing pages to support key research phases.

Example: Using analytics, marketers identify LinkedIn and trade shows as top conversion drivers. With optimized landing pages from Experience Manager Sites, they’re able to deliver tailored experiences that help decision-makers take action.

Key takeaway.

The 4 Ps remain foundational, but their execution in modern B2B marketing requires integrated tools for precision and scale. Adobe Experience Cloud ensures you can deliver unified, data-driven strategies that address buyer needs across every touchpoint.

Make Adobe Experience Cloud your marketing advantage.

Discover Adobe Experience Cloud and see how you can master the 4 Ps, streamline your marketing strategy, and achieve measurable growth. Request a demo today.