The Four P’s of Marketing

Applied to Marketing APN Practice

The marketing mix is a tool that has been used for decades for effective marketing. The concept of marketing mix is often based on the 4P’s – product, price, place, and promotion (Išoraitė, 2016). Practically, product refers to the physical product or service that the consumer is willing to pay. The price is considered one of the most important elements of marketing mix and represents the cost that the consumer is paying for the product. The place represents the process and methods used to take the products or services to the customers. Promotion is the art of increasing the consumer awareness of the existence of a particular product.  

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Applied to the context of marketing the advanced nurse practice, the product, in this case, is the APN professional seeking employment. The price is the salary expectations, which they are to receive as compensation for their services. The place is the healthcare setting where services are provided and the promotion is the characteristics that make the advanced practice nurse suitable for the position. 

Currently, the professionals are facing a changing market, rife with competition and a more demanding client base that demands quality services (Reid, 2008). The professionals are expected to offer services that are highly complex, highly customized and delivered by qualified personnel. Professionals are now expected to sell themselves in form of qualifications and personality traits necessary to meet the job qualifications. Advanced practice nurses provide competent and cost-effective care that gives the professionals an added advantage over their medical counterparts. In the current situation, healthcare facilities and organizations are having a shortage of medical professionals, and the fact that APN’s can handle a diverse set of responsibilities sets them apart with other care professionals (Fagerström, 2012). Applying this to the marketing setting, the product is appealing and the market is willing to pay the price as the demand for APN’s increases. 


Fagerström, L. (2012). The impact of advanced practice nursing in healthcare: recipe for developing countries. Annals of Neurosciences, 19(1), 1-2.

Išoraitė, M. (2016). Marketing mix theoretical aspects. International Journal of Research, 4(6), 25-37. Reid, M. (2008). Contemporary marketing in professional services. Journal of Services Marketing, 22(5), 374-384, in this case,

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