developing the syrup which determines the taste of their product, they also design the bottles or cans in which the product is delivered. The Coca-Cola bottle which became popular in the early part of the twentieth century certainly was one of the product's most distinctive features, yet was not directly related to the product at all in that it had no effect on the taste of the soda.
The distribution question refers to where the product or service will be available. Some end users do not buy products directly from the manufacturer; this is the case with most consumer goods in the United States where distributors and retailers buy products before they are offered to the consumer. Depending on who the customer is, and the distribution channel used to reach the customer, companies find that they have to have different marketing strategies. Some companies which are ultimately concerned with selling to the public but which do so through intermediaries, find that they must work closely with their distributors in order to build a strong customer base.
Promotion is a key part of the marketing mix since it is through promotional activities that consumers learn of the product and the product's brand. Promotion includes most marketing communication activities, and includes advertising, public relations and point of purchase activities. Personal selling, when it is used, is also part of the promotional strategy. Companies typically follow more than a single promotional str
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