Advisor Confidence Index (ACI)

Harnessing the Basics of the 4Ps

Flash back to college. Marketing 101 taught us the basics of business success via the 4Ps–product, price, place and promotion. By offering the right products at the right prices to the right people using the right promotional vehicles, success was virtually guaranteed. Advisors can identify with this basic framework in examining their own business. In this issue, we’ll examine two of the four Ps–product and price. Next month, we’ll examine place and promotion.

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