The �marketing mix� term is used to describe the combination of tactics used by a business to achieve its objectives by marketing its products to a particular target customer group. It is also referred to as the 4 Ps � Product, Price, Promotion and Place. These four P�s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P�s on the customers in the target market in order to create perceived value and generate a positive response. Product �The product is the physical product or service offered to the customer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc. (quickmba.com 2007).� The following are some questions that may help a company understand this particular element of the marketing mix: � What does the customer want from the product or service? What needs does it satisfy? �......

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