The marketing mix is a foundational concept in marketing that refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The classic marketing mix includes four main elements, often referred to as the 4 Ps: Product, Price, Place, and Promotion. Product refers to what the company is selling, which includes all of the features, advantages, and benefits that your product or service offers to customers. Price is what the consumer must pay to obtain the product, encompassing various pricing strategies that a company can use to stand out in a competitive market. Place, or distribution, involves the locations where the product is sold and how it is delivered to the market, which can range from brick-and-mortar retail to e-commerce platforms. Promotion encompasses all the ways a company can communicate with customers and includes advertising, public relations, social media marketing, email marketing, and more. Over time, three additional elements have been added by some marketing theorists, expanding the mix to the 7 Ps to include People, Processes, and Physical evidence. People refers to the staff and salespeople who work for the business, Processes involve the systems used to assist the business in delivering the product or service, and Physical evidence is the environment in which the service is delivered with tangible goods that help to communicate and perform the service. The marketing mix helps companies to keep customer-centricity at the forefront of all decision-making and strategy formulation. By considering each P and how it interacts with the others, companies can develop a comprehensive strategy that aligns with business objectives, meets customer needs, and effectively positions the brand in the market.