1.2 The Marketing Mix and the 4Ps of Marketing

• Promotion is comprised of advertising, sales, and other communication efforts the company utilizes to attract the customer.
• Internet advertising (sometimes known as online advertising or digital

  advertising) is a promotional strategy in which the company utilizes the internet as a medium to deliver its marketing messages.
• Product refers to a good or service that a company offers to its customers.
• Price is what the consumer pays in exchange for the product.