Marketability First - The Most Important P
January 30th, 2008 | Published in Marketing
When it comes to marketing, promotion is typically the center of attention. Out of the 4 P’s of the marketing mix, promotion is usually in the limelight while product, price, and place are at times neglected.
Although advertising and public relations are important, it is vital that organizations never put promotion ahead of what is most important - the product. Making a product more marketable through product enhancement or brand development is one of the best investments an organization can make.
Great products sell themselves. They create word of mouth. And essentially, they turn your customers into promoters. If you put marketability first, then promotion will only amplify the success already being generated from having a great product.
But if you do not have a great product - if it is not marketable - then promoting it will likely make things worse in the long run. After all, the quickest way to kill a bad product is with great advertising.
