The BM and CMO should be asking her/himself these questions constantly based on the four P's of marketing. Are there any fundamental changes that need to be made?

1. Product: Does the product/service need to be changed in any way?
2. Price: Is the price correct?
3. Promotion: Was it  or is it being promoted in the correct way? Is it targeted at the right segment of the market? If not, who should it be targeted at?
4. Place: Is it being sold in the right places?

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