The role of the marketing function To meet the needs of its customers, every organisation seeks a distinctive marketing mix. This is often referred to as the 4Ps. It involves focusing on. product - the specific features and benefits of the product place - where and how the product is sold price - setting the right price in each market promotion - using the most suitable form of promotion to reach customers. For example, the marketing mix for Red Bull Energy Drink is based around: a distinctive product - the taste of the product is unlike any other, it also has a functional effect in comparison to other soft drinks it is easy to obtain as it is sold in a variety of places - including retail outlets and food and drink establishments