THE IMPORTANCE OF THE 4 PS OF MARKETING AS PROMOTIONAL STRATEGIES FOR THE SUCCESS OF MICRO AND SMALL BUSINESSES

Abstract

This article addresses the importance of the 4 Ps of marketing — product, price, place, and promotion — as essential promotional strategies for the success of businesses, with a special focus on micro and small enterprises. In a scenario of intense competition and constant changes in consumer preferences, the proper use of these marketing tools emerges as a determining factor for the sustainability and growth of organizations. The aim of the research was to conduct a literature review of studies analyzing the application of the 4 Ps as promotional strategies in companies, with an emphasis on micro and small enterprises. The research sought to understand how these tools influence the performance and competitiveness of these increasingly dynamic organizations in the market. The methodology adopted was qualitative, involving a review of scientific articles and specialized publications. The studies were selected based on rigorous inclusion and exclusion criteria, ensuring that the articles addressed the theme in a relevant manner and presented conclusions aligned with the research objectives. The results revealed that the integrated application of the 4 Ps of marketing significantly contributed to strengthening micro and small enterprises, enabling them to meet consumer needs efficiently and create a competitive edge. The analysis of the studies showed that the customization of strategies, constant adjustment of marketing practices, and focus on consumer behavior are essential for ensuring customer loyalty and satisfaction, especially in a context of limited resources. The discussion indicated that, although micro and small enterprises face specific challenges, such as resource scarcity and low market visibility, the strategic use of the 4 Ps can provide a significant competitive advantage. The study's conclusion emphasizes that marketing, when well-planned and executed, is a key factor for the survival and growth of these businesses, being essential for building strong brands and conquering new markets