Marketing Tactics (The 4 p's.) 1. Spells out how marketing strategies will be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who is responsible for doing it? How much will it cost? 2. Product/Service. 1. What is the total product concept for this good or service? Describe the product/service in terms of features and benefits. 2. Will it satisfy consumer's needs? How will the consumer use the product? Will consumers purchase the product? 3. How does the product differ from that of the competition? 4. Describe the package (size, color, label, logo, etc.) and its benefits. 5. Are any product modifications expected as the product moves through the product life cycle? 6. Are any warranties or guarantees offered? 7. What is the test marketing process for the product/service? 3. Pricing. 1. What is the overall pricing policy for the organization? 2. What are the organization's pricing objectives? 3. What is the pricing structure for this product or service, i.e., pricing method, approach and strategy? 4. How does the pricing structure for the product or service compare to that of the competition? 5. What is the target market's evaluation of price and its ability to purchase? Will there be significant demand at this price? What is the estimated effect of lowering or raising the price of the product or service?