Literacy Basics - Community Literacy of Ontario

The Four P's of Marketing

In marketing terminology, the marketing mix is comprised of the four P's: product, price, promotion and place. As you can see, these business terms adapt well to literacy use.

We will use this terminology in the following examples of marketing mix that are targeted to specific segments in community literacy's target market groups.

When you practise these on your own, you may find that you struggle to fill one of the four P's for a particular target. These labels are meant to help us to think outside traditional literacy programming categories, but they are not rigid. You will see in the examples below that Product, Price, Promotion and Place are not equally important for each target market. However, before dismissing any category, make sure you think it through as thoroughly as you can. Remember to step inside the target market's shoes and ask how they might view your marketing mix. Most important, you want to achieve the best positioning possible with the marketing mix you create.

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