Price, product, place (distribution), and promotion. The 4P’s is a framework of thinking to identify some of the key marketing decisions central to creating value for a specific target market. Each of the 4P’s should work together to create an appealing marketplace offering. This is the original version of the 4P’s. Other “modern” versions of the 4P’s have been proposed (people, process, programs, and performance being the most common), but they have yet to gain mainstream adoption.