For any business to be successful, the proper marketing strategy must be in place. This is because every company has the goal of reaching and retaining its customers who will boost its operations. The 4Ps marketing model is the best decision any business can make. This model will help the company to know the customers' needs, preferences, expectations, decision-making processes and the areas that the company needs to emphasize in communicating with customers. The 4Ps in marketing represent product, price, place and promotion and are important for a company to attract customers. Product refers to the goods and services that a company offers to its customers. These goods and services must be attractive to customers due to their quality, the features they have and the guarantees, among other attributes. The product should meet the needs of the target market. The second P, which is price, refers to the amount the company charges for the product. The pricing should reflect the right positioning of the product in the market where the price should cover the price of the product including the profit margin. The next P is the place that corresponds to the area or channels used to obtain the product. A company that offers its services to the local community is at the end of the distribution chain so it supplies directly to customers while the global company needs intermediaries. Both companies need market coverage which can be selective, intensive or even exclusive. The final P meaning promotion refers to advertising to let people know what the company has to sell. It aims to inform people about what the product is, how they can use it and why they need it (Ehmke, et al, 200...... middle of paper ......ntage.Reference ListEhmke C, Fulton J and Lusk J, (2005). Four Ps of Marketing: First Steps for New Entrepreneurs. Retrieved from: http://www.ces.purdue.edu/extmedia/ec/ec-730.pdf. ). Marketing for the Twenty-First Century Retrieved from: http://www.managementparadise.com/forums/marketing-management-rm-im/26149 defining-marketing-twenty-first-century-kotler-2003-a.htmlPenrose, ( 1959).The Theory of Growth of the Firm. Oxford University Press: New York. Waluszewski and Alexandra, (2005) Developing a New Understanding of Markets: Reinterpreting the 4Ps. , (2011 Marketing mix (price, place, promotion, product). -marketing-mix-(promotional product price-place)--243.php