( Krzywda, 2022 ) The 4 Ps of marketing, also known as the marketing mix, are four key elements that marketers must consider when developing and implementing marketing strategies for a product or service (Kotler & Keller, 2012). The 4 Ps include product, price, place, and promotion. Product refers to the goods or services being offered, and includes elements such as design, features, packaging, and branding (Kotler & Keller, 2012). Price refers to the cost of the product or service and how it is priced in comparison to competitors (Kotler & Keller, 2012). Place, also known as distribution, refers to the channels through which a product or service is made available to customers, such as retail stores, online channels, or through a direct sales force (Kotler & Keller, 2012). Promotion refers to the various marketing efforts used to communicate with and persuade customers, including advertising, sales promotions, public relations, and personal selling (Kotler & Keller,