Angelo, 2017, p 392 explains that: “The purpose of a business is to get and keep customers, for without customers there is no business.  Professor Theodor Levitt of the Harvard Business School points out that: “Customers are constantly presented with lots of options to help them solve their problems.  They don’t buy things, they buy solutions to problems… No business can function effectively without a clear view of how to get customers, what its prospective customers want and need, and what options its competitors give them in the marketplace.”  That is what marketing is: the effort to determine and meet the needs and wants of current and potential customers.”  

The marketing plan is the cornerstone of an organization’s marketing activities, aimed at attracting and retaining markets, ensuring long-term profitability.  Essentially all marketing plans address the 4-P’s of the marketing mix i.e. product, place, price, and promotion.

To illustrate your understanding of the 4-P’s of Marketing, NB!! use the information from any hotel in Cape Town South Africa to explain the marketing mix of product, place, price, and promotion.